Discovery, Sony, Imax Launching 24-Hour 3D Network

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Joint venture to launch with content from three co-owners in 2011

By Alex Weprin

Discovery Communications, Sony and Imax are launching a 24-hour 3D television network, someone with knowledge of the deal says. The network is expected to launch by 2011, with content from the three co-owners of the new joint venture. Discovery will handle distribution for the network, which will not take over any existing channel space. The channel will be ad supported, though it was not clear which company (or companies) would handle advertising sales.?? The story was first reported Tuesday morning by The New York Times .ESPN announced earlier Tuesday that it was launching ESPN 3D, which will feature sporting events such as the World Cup and NBA basketball in 3D. That channel will go dark when there are no events on however, while the Discovery/Sony/Imax JV will be on 24/7, a first for 3D. Imax has been producing 3D content for years, with Discovery and Sony getting into the game more recently. As was the case with HD when it first entered the marketplace in the early 2000's, the first programs looking to make the jump to 3D appear to be sports and nature programming.

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So thats in the US, I take it.
The good thing is any 3D format war will be well and truly over by the time we get ESPN3D or any other 3D channels.