Sky has today confirmed that it will introduce Europe's first 3D TV channel - Sky 3D - on Saturday April 3rd.
The channel, available to all Sky+HD customers subscribed to Sky's most premium package, will kick off at 12 noon with 3D coverage of the Premier League showdown between Manchester United and Chelsea.
Sky expects the channel to show "at least" five more Premier League games in 3D prior to end of the current season, and will fill its otherwise limited schedule with a "showreel showcasing the best of Sky 3D".
Knowing that 3D TVs are only now beginning to filter through to retail, Sky will continue to promote its 3D service through the use of the nation's pubs. The broadcaster has announced that "over a thousand pubs and clubs across the UK and Ireland" will showcase the 3D football matches airing next month.
Brian Lenz, Sky’s director of product design and TV product development, said: "It's fitting that one of the biggest games of the season will be the launch pad for our pioneering Sky 3D service. With 3D, seeing really is believing, so it's great news that over a thousand pubs across country will be able to show the magic of 3D to their customers."
Suggesting that the broadcaster may eventually begin to charge an additional fee for 3D programming, Sky adds that Sky 3D "will initially be introduced at no extra cost for customers who subscribe to Sky's top channels and HD pack".
Sky 3D will be available via a standard Sky+HD receiver, but users will require a 3D-capable TV. Consumers who already have the latter can call Sky with details of their 3D TV in order to have the channel - showing only preview material - activated ahead of April 3rd.
