Sony + Discovery + IMAX = 3D TV - The UpStream

Sony + Discovery + IMAX = 3D TV

posted Thursday Jan 7, 2010 by Scott Ertz

Sony + Discovery + IMAX = 3D TV

In preparation for CES 2010, Sony, Discovery Communications and IMAX have announced that they are partnering up to create the nation's first 24-hour 3D television network. While 3D televisions are not currently very common today, they are one of the biggest focuses at this year's CES event. These companies are betting a lot on the hopes that manufacturers can convince the population, through the media, that 3D is a viable evolution in televisions. Discovery CEO David Zaslav said,

By partnering with Sony and IMAX on 3D, Discovery will lead the way in revolutionizing the next-generation home viewing experience in the U.S. and around the world... Today's announcement is the next step in fulfilling Discovery's mission of providing groundbreaking content for our affiliate partners and enlightening viewers with the most immersive and realistic viewing experience available anywhere.

IMAX CEO, Richard Gelfond, whose company has helped make 3D popular on the big screen, had this to say about the partnership,

This new business venture is the first step in our strategic effort to take 3D into the home and extend the IMAX brand. We've already had strong collaborations with Discovery Communications and Sony in the past on IMAX event film titles, and we are thrilled to work with such strong partners to be the first to make in-home 3D a reality.

Anyone who was in the industry as HDTV gained momentum knows that it wouldn't be where it is today if it weren't for DiscoveryHD being the first big boy on the block, so it is very possible that a Discovery3D network could do the same for this technology. Though no real content announcements have been made yet, and the network isn't scheduled for a launch until 2011, we can assume that there will be a lot of snowy mountains, underwater and space programming to get the network going.

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