UK cable operator Virgin Media has launched the UKs first regular 3D TV service ahead of rival BSkyBÂs planned launch of a 3D channel next month.
Virgin MediaÂs 3D Movies On Demand, delivered by the Filmflex video-on-demand service, will offer a selection of 3D movies and programmes to viewers with 3D-ready set-top boxes.
While the service will offer Âa taste of things to comeÂ, Virgin Media said it would look to build its portfolio of 3D movies and shows over the coming months.Â
TodayÂs launch will kick off with UK film StreetDance 3D, available for Â£5.99 (Â7) for a 24 hour rental, with further 3D movies to launch over the coming months including GarfieldÂs Pet Force 3D (October), DisneyÂs A Christmas Carol 3D (November), Step Up 3D (December) and Despicable Me 3D (early 2011).
Virgin Media has also announced an exclusive 3D TV partnership with Korean electronics giant Samsung. SamsungÂs 3D TVs will feature in Virgin Media stores across the UK, with the pair teaming up for joint 3D showcases and further marketing opportunities.