Virgin Media launches 3D TV service ahead of BSkyB

Broadband provider and cable operator Virgin Media entered the 3D broadcasting market in advance of the market's dominant play TV operator BSkyB.

Virgin Media yesterday launched 3D Movies on demand service, claiming it is the first digital TV service that offers 3D programs to households. The company said that the new service would allow people to experience TV programs from new dimensions.

However, in order to avail the service one must have a 3D ready set-top box, TV and glasses. StreetDance 3D is the first film to be available for £5.99 for a 24-hour rental. The company will also roll out many other titles in the run-up to Christmas.

Commenting on the new service, Virgin Media digital entertainment’s executive director Cindy Rose said, "We are really excited to bring a taste of 3D to our customers in the comfort of their own homes."

Virgin Media has announced that it had entered into a partnership with electronics giant Samsung to promote 3D service to consumers. Samsung will deliver 3D TVs to the cable firm’s retail stores throughout the nation.

BSkyB, which has been screening Premier League football matches in 3D to viewers in pubs since April this year and thus has harvested most of the media attention regarding the potential of 3D, has plans to roll out its 3D TV channel on October 1.