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Discovery, IMAX and Sony to launch 3D network in U.S.

3D television is coming to the U.S. in the form of a 24/7 3D dedicated channel to launch in 2011. Discovery Communications, Sony Corporation and IMAX Corporation have announced they have joined forces to launch the network and have signed a non-binding Letter of Intent. All three companies will be equal partners in the joint venture.
January 5, 2010

3D television is coming to the U.S. in the form of a 24/7 3D dedicated channel to launch in 2011. Discovery Communications, Sony Corporation and IMAX Corporation have announced they have joined forces to launch the network and have signed a non-binding Letter of Intent. All three companies will be equal partners in the joint venture.

The new 3D network will broadcast content from genres that benefit most from 3D, such as natural history, space, exploration, adventure, engineering, science and technology. The content will come from Discovery, Sony Pictures Entertainment, IMAX and other third-party providers.

Each partner will provide 3D television rights to its properties, with Discovery also providing network services and cross-promotion across its portfolio. Sony will support the network with advertising and sponsorship sales, while IMAX will promote it through its U.S. movie theaters, as well as provide a suite of proprietary and patented image enhancement and 3D technologies.

The joint venture will be handled by a board of directors made up 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. The search is on for a general manager.

Looking to the future, the group has also announced it will look into international distribution opportunities for the network in selected markets.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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