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Sky is kicking off the UK's first 3D channel with a live Premier League football match to be broadcast in nine pubs around the UK this weekend.
The match between Arsenal and Manchester United will be viewable in 3D in pubs in London, Manchester, Cardiff and Edinburgh.
In April Sky will roll out its 3D channel to hundreds of other pubs.
Later in the year, Sky 3D will be made available to all Sky+HD customers with a range of content on offer.
This will include movies, sport, documentaries and entertainment.
Sky 3D will initially be available as a free add-on for those with Sky+HD boxes.
Viewers need to wear a special pair of glasses to watch the content.
There has been a great deal of hype around the technology since cinemas began showing films in 3D.
Avatar, shot in 3D, has become the highest grossing film of all time.
It is expected that 3D-ready TVs will hit the consumer market later this year.
"People have already embraced 3D cinema and because Sky's 3D service uses the same kind of technology, we're confident there will be demand for sport, movies, concerts and drama in 3D," said Gerry O'Sullivan, Sky's director of strategic product development.
In February, two rugby matches in the Six Nations championship will be filmed in 3D and shown at cinemas around the UK.
The 2010 World Cup will also be filmed in the format.
The BBC was the first to show a 3D sports event, broadcasting a Scotland v England rugby match at the Six Nations championship in 2008.
The match between Arsenal and Manchester United will be viewable in 3D in pubs in London, Manchester, Cardiff and Edinburgh.
In April Sky will roll out its 3D channel to hundreds of other pubs.
Later in the year, Sky 3D will be made available to all Sky+HD customers with a range of content on offer.
This will include movies, sport, documentaries and entertainment.
Sky 3D will initially be available as a free add-on for those with Sky+HD boxes.
Viewers need to wear a special pair of glasses to watch the content.
There has been a great deal of hype around the technology since cinemas began showing films in 3D.
Avatar, shot in 3D, has become the highest grossing film of all time.
It is expected that 3D-ready TVs will hit the consumer market later this year.
"People have already embraced 3D cinema and because Sky's 3D service uses the same kind of technology, we're confident there will be demand for sport, movies, concerts and drama in 3D," said Gerry O'Sullivan, Sky's director of strategic product development.
In February, two rugby matches in the Six Nations championship will be filmed in 3D and shown at cinemas around the UK.
The 2010 World Cup will also be filmed in the format.
The BBC was the first to show a 3D sports event, broadcasting a Scotland v England rugby match at the Six Nations championship in 2008.
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