Sony, IMAX & Discovery bringing 24/7 3D home first in 2011
By Richard Lawler 
posted January 5th 2010 5:08PM
posted January 5th 2010 5:08PM
DISCOVERY COMMUNICATIONS, SONY AND IMAX ANNOUNCE PLAN TO LAUNCH FIRST 24/7 DEDICATED 3D TELEVISION NETWORK IN THE U.S.
-- Three-Way Venture to Bring Next-Generation Experience to Home Television Viewers Beginning in 2011--
Las Vegas, NV – Three of the world's leading media, technology and entertainment companies – Discovery Communications, Sony Corporation and IMAX Corporation – today announced a joint venture established to develop the first 24/7 dedicated 3D television network in the U.S. The partnership brings together three leaders with an extraordinary collection of award-winning 3D content, technology expertise, television distribution and operational strength to deliver a high-quality three-dimensional viewing experience to home television audiences. The joint venture intends to launch the network beginning in the U.S. in 2011.
"Discovery's business strategy has always focused on delivering groundbreaking content through new platforms, including the first suite of digital channels launched in 1996 and the first 24/7 basic cable HD channel in 2002," said Discovery Founder and Chairman John Hendricks. "Now, as Discovery celebrates its 25th anniversary in 2010 as the world leader in satisfying curiosity and bringing audiences the most realistic viewing experience, we continue to change the face of television with the launch of the first-ever 24/7 dedicated 3D television network."
"Sony is the only company with expertise in every part of the 3D value chain," said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. "We are delighted to be partnering with Discovery and IMAX, two premier companies also dedicated to leadership in 3D, in this groundbreaking new venture. It is clear to us that consumers will always migrate to a better and richer entertainment experience, and together we are determined to be the leader in providing that around the world."
"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."
"IMAX has been a pioneer and recognized leader in 3D technology for more than twenty-five years, delivering the premium in-theatre experience to audiences around the world. We're reaching more and more consumers with the recent expansion of the IMAX® theatre network and the growth of 3D movie content," said IMAX CEO Richard L. Gelfond. "This new business venture is the first step in our strategic effort to take 3D into the home and extend the IMAX brand. We've already had strong collaborations with Discovery Communications and Sony in the past on IMAX event film titles, and we are thrilled to work with such strong partners to be the first to make in-home 3D a reality."
Discovery, Sony, through its U.S. affiliate, Sony Corporation of America, and IMAX each will be equal partners in the joint venture. It will be launched in the U.S., with a goal of driving consumer adoption of 3D televisions and giving the network long-term leadership in the 3D home marketplace. In the future, the companies also will explore international distribution opportunities in selected markets.
The new 3D network will feature high-quality premium content from genres that are most appealing in 3D, including natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children's programming from Discovery, Sony Pictures Entertainment, IMAX and other third-party providers.
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.
Governance for the joint venture will be handled by a board of directors comprised of members from each of the three companies, with the day-to-day operations run by a separate staff and management team that will report to the board. A search for the venture's general manager will begin immediately.
The parties have signed a non-binding Letter of Intent. Specific financial terms of the venture were not disclosed. The parties will work towards prompt execution of definitive agreements, subject to any necessary regulatory approvals.
-- Three-Way Venture to Bring Next-Generation Experience to Home Television Viewers Beginning in 2011--
Las Vegas, NV – Three of the world's leading media, technology and entertainment companies – Discovery Communications, Sony Corporation and IMAX Corporation – today announced a joint venture established to develop the first 24/7 dedicated 3D television network in the U.S. The partnership brings together three leaders with an extraordinary collection of award-winning 3D content, technology expertise, television distribution and operational strength to deliver a high-quality three-dimensional viewing experience to home television audiences. The joint venture intends to launch the network beginning in the U.S. in 2011.
"Discovery's business strategy has always focused on delivering groundbreaking content through new platforms, including the first suite of digital channels launched in 1996 and the first 24/7 basic cable HD channel in 2002," said Discovery Founder and Chairman John Hendricks. "Now, as Discovery celebrates its 25th anniversary in 2010 as the world leader in satisfying curiosity and bringing audiences the most realistic viewing experience, we continue to change the face of television with the launch of the first-ever 24/7 dedicated 3D television network."
"Sony is the only company with expertise in every part of the 3D value chain," said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. "We are delighted to be partnering with Discovery and IMAX, two premier companies also dedicated to leadership in 3D, in this groundbreaking new venture. It is clear to us that consumers will always migrate to a better and richer entertainment experience, and together we are determined to be the leader in providing that around the world."
"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."
"IMAX has been a pioneer and recognized leader in 3D technology for more than twenty-five years, delivering the premium in-theatre experience to audiences around the world. We're reaching more and more consumers with the recent expansion of the IMAX® theatre network and the growth of 3D movie content," said IMAX CEO Richard L. Gelfond. "This new business venture is the first step in our strategic effort to take 3D into the home and extend the IMAX brand. We've already had strong collaborations with Discovery Communications and Sony in the past on IMAX event film titles, and we are thrilled to work with such strong partners to be the first to make in-home 3D a reality."
Discovery, Sony, through its U.S. affiliate, Sony Corporation of America, and IMAX each will be equal partners in the joint venture. It will be launched in the U.S., with a goal of driving consumer adoption of 3D televisions and giving the network long-term leadership in the 3D home marketplace. In the future, the companies also will explore international distribution opportunities in selected markets.
The new 3D network will feature high-quality premium content from genres that are most appealing in 3D, including natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children's programming from Discovery, Sony Pictures Entertainment, IMAX and other third-party providers.
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.
Governance for the joint venture will be handled by a board of directors comprised of members from each of the three companies, with the day-to-day operations run by a separate staff and management team that will report to the board. A search for the venture's general manager will begin immediately.
The parties have signed a non-binding Letter of Intent. Specific financial terms of the venture were not disclosed. The parties will work towards prompt execution of definitive agreements, subject to any necessary regulatory approvals.
Mythbusters in 3D!
@trek That was my first thought too. 3D explosions FTW!
Hehe, this would be really cool with headtracking.. though it could probably only allow a few degrees of movement.. Still, cool stuff..
Here's the problem (aside from having to wear glasses):
Cable companies still don't offer a variety of HD channels. How long will it be before 3D content is even plentiful enough to justify buying yet another new TV? I'm not going to buy a new TV for 24/7 Discovery Channel.
If cable companies can't offer more HD, supposedly due to bandwidth, then how the hell are they going to do 3D.
3D isn't going anywhere for...years. No matter how hard companies try to make it so.
No 3D technology will ever surpass the "gimmick" level so long as it requires glasses. Once something without glasses comes out, then we can start the debate about whether it's the future or not.
@Jordan
I presume that a 3D standard will also require a new HDMI spec, which will mean new set top boxes and DVRs in addition to a new TV.
@Jordan
This is where I see IP TV type services winning over, or even just channels available on the PS3 and 360 (Or next Xbox) similar to the netflix channel.
@Barky Nah 1.4 supports Dual 1080p output for Blu-ray 3D. I assume it works great for other HD 3D content.
IMAX has really made some headway in the last few years.
Boo! I hate 3D.... it's so nauseating.
Mark Cuban sucks.
But 3D TV needs to work with current HDTVs that people have been buying.
And there is one segment of the entertainment industry that needs to get on-board to drive it's adoption.
Yeah sure. 3DHDTV won't go anywhere until someone figures out a converter system for the already released 120hz TVs on the market, and even when they do that, it won't be 6-7 years until everyone is ready to chuck out their current TVs and get a fully compatible version. The fact that this technology has been available on PCs for years and no one's rushing out to buy it to me is proof enough that the consumer isn't to psyched to be buying shutter glasses.
Come on! I've heard a lot about things related to 3D. Let's get to the nitty gritty! What are the TV lineups? Prices? Release dates?
I've been waiting for this for months, and all I've seen so far on any site is Vizio's lineup. Where are Sony, Panasonic, Samsung?
@jporter313 Non existant probably. Sony seemed to be playing around with RealD, but the special screen they would need would raise the price too much. That's the problem with 3D now, there's a lot of movement into the field, but no real standards, and as such, the first few years of 3D are going to be a mess. Better off waiting till 2013 before you bother doing anything in 3D on a TV, and if your really looking for a dip, just get or build a computer that's compatible with Nvidia's already well established 3D shutter glasses system.
I am tired of 3D....AGAIN. Just like I was the last 3 times it tried to make a comeback.
If I start getting charged for stupid 3D channels im gonna be pissed
I'm not that fussed about 3D TV, but being able to watch some 3D blurays would be sweet. Avatar in 3d at home ftw.
According to the comments here, it sounds like there aren't too many people excited about 3D TV. personally, I don't see it taking off as long as people have to wear glasses.
Anyone old enough to remember Quadraphonic receivers from the mid 70's? The major stereo manufacturer's got behind it, but the public didn't.
Yep - if a special TV and glasses are required then it remains a fad.
I understand everyone's frustration and skepticism. I am really excited about it though.
I've been playing games using Nvidia 3D vision, and it's a pretty incredible experience, much more immersive than seeing a 3D movie like avatar in theatres. It almost feels like you're playing with animated physical miniatures, instead of an image on a screen.
Unfortunately, currently my 3D gaming is relegated to PC games and a 22" monitor. I was really hoping for some 3D plasmas/LCDs that were compatible with Nvidia 3D vision glasses. I'd really like to be able to expand this hobby to a bigger screen. I know that some of the DLP TVs had this, but I really don't want to have to deal with a huge box and bulbs that burn out.
As far as the glasses go, I can also understand why people aren't excited about this, but for the level of immersion I get playing games in 3D, I really could care less about having to wear a pair of ridiculous glasses.
@jporter313
When 120hz 1080p monitors become available and not hella expensive Ill be all over Nvidia's 3D Vison.
@fel
Yeah, I was hoping it was going to be this year.
I'm in the market for a new TV and was holding off to see what was coming out that was 3D vision compatible.
@fel
He said "hella".
How do we know they're going to be first if they're not rolling it out until 2011?
OK. So now we'll have cable TV where we get some SD channels, various resolutions of HD channels, and now some 3D channels, all mixed with commercials of varying quality. Are we getting 3D commercials too?
I envision the 3D channels to have mixed content until there is enough content to be all 3D, and that could take years. Sounds like a headache to me.