Sky will launch 3D service

IF A TWO DIMENSIONAL Sky TV service isn't enough already, you'll be happy to know the company will be launching a 3D service on 1 October.

The TV and broadband operator is rolling out 3D programming with a line-up of movies and the killer app - live 3D sport. The service will be available for any Sky plus HD home that has invested in a 3D-ready TV. We reckon that's about 20 people, you know who you are.

Sky's business model has always been to launch loss leaders and then jack up the price to expand its service. That's how it killed boxing in the 1980s when it bought up the rights to matches and sold them as pay-per-view.

Sky said that the Sky 3D service comes at no extra cost but that's only for the select customers willing to pay a fortune for Sky's top channel and HD package.

The 3D feed will be compatible with active and passive glasses from an array of 3D TV manufacturers.

The coverage will include the Ryder cup and big 3D tent pole movies like Bolt and Monster vs Aliens. Sky will follow up with other big 3D titles and will even make some conciliatory gestures for arts programmes.

"Following hot on the heels of the success of 3D cinema, Sky customers will now be the first anywhere in Europe to experience 3D TV from the comfort of their living rooms," said Jeremy Darroch, Sky's chief executive.

Sky said the move comes after the 'successful launch' of the world's first commercially available 3D channel in April 2010.

Successful? The World Cup in 3D was going to be Sky's big kick in the 1,500 pubs that signed for the deal. Then a legal wrangle over Sony's 3D football content meant broadcasting rights between Sky, ITV and the BBC weren't settled. That left no one watching any 3D World Cup football in pubs. µ