October 1 2010,
Virgin MediaSkyDigital TVVirgin Media has confirmed plans to produce its own 3D television content around live events such as V Festival to populate its new 3D video on-demand service.
Earlier in the week, the cable operator stole a march on Sky's new 3D channel by launching 3D pay-per-view movies on its VOD platform.
Only StreetDance 3D is currently available on the service, but Virgin Media plans to add more movies and entertainment programmes over the coming months.
Speaking to The Daily Telegraph, a Virgin Media spokesman confirmed that the company also wants to create its own original 3D content.
"We can confirm we're looking at producing original content in 3D," he said.
"It makes sense for us to look at things like live music with the Virgin Media V Festival."
Virgin Media executive director of digital entertainment Cindy Rose said that most of the firm's 3D programming will be paid-for, but there could also be some free content, such as TV shows.
She said that the firm has already secured broadcast rights to a couple of TV programmes to be shown in 3D, but did not supply any further details.
"The bottom line is we have high value people on our customer base, who have invested in a 3D TV, and we want to make sure we are super-serving those high end customers. And we also want to create a market for 3D content," she said.
On Wednesday, the BBC ran trials of 3D and Super HD broadcasts as part of plans to use the technology for its coverage of the London 2012 Olympics.
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