If you thought 3D technology was only bound for the big screen, think again—the best 3D technology may soon be available in your living room 24/7. Discovery Communications, Sony Corporation and IMAX Corporation today announced their joint venture to establish and develop the first 24/7 dedicated 3D television network in the U.S. These companies are compelled to bring 3D entertainment home to the American public. Discovery, Sony (technically its Sony Corporation of America), and IMAX each will be equal partners in this 3D venture. The companies say they are pursuing this endeavor with the goal of driving consumer adoption of 3D televisions and giving the network long-term leadership in the 3D home marketplace.
“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,” said Discovery Communications President and CEO David Zaslav. “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.”
Here’s how a statement claims this three-way partnership will be divided:
Discovery will provide network services, including affiliate sales and technical support functions, as well as 3D television rights to Discovery content and cross-promotion across its portfolio of 13 U.S. television networks. Sony will provide advertising/sponsorship sales support, and will seek to license television rights to current and future 3D feature films, music-related 3D content and game-related 3D content, while providing cross-promotion at retail stores. IMAX also will license television rights to future 3D films, promotion through its owned-and-operated movie theaters across the U.S., and a suite of proprietary and patented image enhancement and 3D technologies.
The companies say the new 3D network will feature “high-quality premium content” from genres they think are most appealing in 3D like natural history, space, exploration, adventure, engineering, science and technology. The parties signed a non-binding Letter of Intent, but specific financial terms of the venture were not declared.