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ThE MaStEr

Virgin to launch 3D movies on demand
By Julian Clover
Published: September 28, 2010 10.42 Europe/London

Virgin Media is today launching a slate of 3D movies on its FilmFlex on demand service. The announcement comes as Sky prepares for the consumer launch of Sky 3D, a channel that will be unavailable to customers of the cableco.

Although Virgin Media has made a number of 3D demonstrations, both on its fibre optic network, and in its chain of stores around the UK, this is the first time that content has been available directly to subscribers. An HD receiver is required to view the side-by-side telecast.

The cableco is promising to expand its 3D portfolio in the next few months as more content becomes available. Last week at the CTAM EuroSummit in Budapest, operators said they found it difficult to find 3D content without entering into original production, the combination of a lengthening in the windows for 3D titles, and the premium placed upon it by the content providers.

Today’s launch of 3D Movies On Demand, powered by FilmFlex, will provide a taste of things to come for Virgin Media customers as the company looks to complement its on-demand service with more movies and shows. Virgin Media will look to build its 3D portfolio over the coming months, with a diverse range of new content as more people begin to purchase 3D TVs and programme-makers look to increase the production of 3D content.

Virgin’s 3D service will launch with BBC Films’ StreetDance 3D, available for £5.99 on a 24-hour rental. Additional titles including Garfield’s Pet Force 3D (October), Disney’s A Christmas Carol 3D (November), Step Up 3D (December) and Despicable Me 3D (early 2011) will also be carried.

The operator has also announced a tie-up with Samsung, which will be the exclusive supplier of 3DTV sets to its stores.

Sky 3D makes its consumer launch this Friday, October 1, with the start of the Ryder Cup golf from Celtic Manor.


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Virgin to launch 3D movies on demand





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