ESPN, Discovery, Sony, Imax launching 3-D TV networks

ESPN and Discovery Communications Inc. both unveiled plans to launch 3-D television networks reflecting a growing momentum in the entertainment industry to usher 3-D into the home.

ESPN, The Walt Disney Co.'s sports unit, said it will launch ESPN 3-D, which it claims is the industry's first 3-D TV network, in June and will air a minimum of 85 live sporting events during its first year.

Discovery also announced together with Sony Corp and IMAX Corp that they will launch what they claim will be the first 24/7 dedicated 3-D television network in the US beginning next year. Following the blockbuster success of 3-D epic Avatar, many believe 3-D is poised to take over the home market and many 3-D technologies will be on display at the annual Consumer Electronics Show in Las Vegas this week.

"This will be a meaningful step to drive adoption of 3D television sets and afford opportunities for our affiliates to create value through new product offerings, and our advertisers, who want fresh sponsorship opportunities," Sean Bratches, ESPN's executive vice president of sales and marketing, said.

A lack of 3-D programming, in particular for sports, has been one of the key barriers to adoption of 3-D TV, analysts have said. Having to wear special glasses is another.