Although it has pipped British Sky Broadcasting (BSkyB) to launch the first “commercially available 3D service” in the United Kingdom at the start of this week, Virgin Media is fully aware that the amount of 3D content available on its “3D Movies On Demand” channel is significantly dwarfed by that found on the rivalling Sky 3D channel which was launched in full yesterday. Therefore it comes as no surprise that the cable TV company is planning to boost its 3D portfolio by developing its own in-house 3D content.
Speaking to UK broadsheet The Telegraph, Virgin Media confirmed that it is strongly considering ploughing resources into producing original 3D content, for example filming and then broadcasting the live performances in the Virgin-Media-sponsored V Festival in 3D.
As per name, Virgin Media’s “3D Movies On Demand” channel is a pay-per-view service powered by FilmFlex. Subscribers owning a 3D TV, compatible 3D glasses, and a V HD or V+ HD set-top box will be able to access 3D content on the channel at a charge of £5.99 per 24-hour rental. At the moment there is only a single 3D movie available to rent, the Brit flick StreetDance 3D, although more 3D films like Garfield’s Pet Force 3D, A Christmas Carol 3D, Step Up 3D and Despicable Me 3D are scheduled to arrive on the 3D channel over the next few months again on a pay-per-view basis.
Cindy Rose, executive director of digital entertainment at Virgin Media, revealed that while the 3D movies will be offered as pay-per-view, the company has invested in some yet-undisclosed TV programmes which will be broadcast to subscribers in 3D at no extra cost. She explained that Virgin Media places a very high value on customers who have splashed out on a 3D TV, and would go the distance to satisfy these subscribers’ demand for more 3D content.
Source: The Telegraph