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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
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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