Virgin Media has confirmed plans to start offering 3D content to subscribers via its on-demand platform rather than launching a static channel.
During the Ideal Home Show at Earl's Court Exhibition Centre in London, the firm showcased a reel of 3D content - including sport and video games - as a taste of its plans for the rapidly emerging entertainment medium.
The demo used 'active' glasses, which are expensive but enable customers to purchase cheaper models of 3D-ready television set.
However, Virgin Media said that its on-demand 3D service will also support the 'passive' glasses, which are cheap but require more expensive TVs.
Sky has taken the strategy of developing a static channel for delivering its 3D content, which will launch to pubs on April 3, before expanding to Sky's top tier customers later in the year.
However, Virgin Media head of media relations (consumer) Asam Ahmad said that the cable operator sees 3D as "special occasion" viewing, which is more suited to on-demand availability.
Ahmad expressed his belief that viewers will be more interested in picking and choosing what 3D content they want to watch rather than accessing a specific schedule. He also questioned whether Sky will be able to offer PVR functionality to Sky+ consumers for its 3D content.
Launching today, Virgin Media's new V HD Box will open up access to the cable operator's HD channels at no further subscription cost. The receiver features HDMI, SCART, USB and Ethernet ports, along with full support for 3D streams.
In terms of when 3D content will start arriving on Virgin Media's on-demand platform, Ahmad said that the service is a "key project" for the firm, with more information to follow in the "coming months".
