Discovery/Sony/Imax 3D J.V. reveals name, new programs

Principals behind the partnership announced the new network's handle, 3net, at a press event during the Consumer Electronics Show, as well as some additions to its slate.
January 6, 2011

Now it can be told. The official name for the new 24/7 3D joint venture network from Discovery Communications, Sony Corporation and IMAX Corporation is 3net.

The announcement was made by the partners during Sony Corporation’s press event at the 2011 Consumer Electronics Show in Las Vegas. As well, 3net president and CEO Tom Cosgrove announced additional original series and new acquisitions that will be part of the net’s slate. While no firm date has been set for the network’s launch, it’s still expected to hit the U.S. early this year.

While rumors had been circulating concerning the network’s name, with 3DNet emerging as the front-runner among speculators, the ‘D’ has been dropped in favor of a brand that also seemingly reflects the three-pronged partnership behind the endeavor. But the network’s logo (pictured) illustrates the 3D nature of the programming through its graphic elements.

’3net is a critical component of the growth of 3D, as it will deliver a rich array of immersive, high-quality programming directly to consumers,’ said Sir Howard Stringer, chairman, CEO and president, Sony Corporation. ‘In a year when 3D becomes more personal, Sony, Discovery Communications and IMAX are dedicated to bringing great 3D television experiences into consumers’ homes. Our groundbreaking vision – creation of the preeminent 3D television destination – will soon become a reality.’

‘We believe this venture will provide a much needed driver to fuel the continued growth of 3D into the home,’ added IMAX CEO Richard L. Gelfond.

The original series announced at the presentation is Experience 3D, produced by Arena Films. Shot in native 3D, the hour-long program is described as a ‘thrill-ride [that] takes viewers behind the wheel, into the sky, across the seas and more on this once-in-a-lifetime journey featuring some of the wildest experiences life has to offer.’

Newly announced exclusive U.S. premieres include IMAX’s Hubble 3D, narrated by Leonardo Di Caprio and coproduced by IMAX and Warner Brothers Television in cooperation with NASA; a one-hour, hosted original magazine-style series from Sony Pictures Television in association with Chomp Productions and Jump! Creative called In the Qube 3D and natural history program Wildebeest Migration, produced by Electric Sky Productions for Discovery.

‘For 25 years, Discovery Communications has been dedicated to satisfying curiosity and making a difference with the highest quality and most compelling content for viewers,’ said Discovery Communications founder and chairman John Hendricks. ‘Today, with my friend Sir Howard Stringer at Sony and our partners at IMAX, 3net takes that commitment to the next level for consumers, affiliates and advertisers with the closest to real-life experience that TV has to offer – 3D.’

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Jonathan Paul is a Toronto-based writer into creativity, content, advertising, tech, comics, video games, film, TV, time and space travel.