At a press event in New York City this morning, executives from Panasonic and DIRECTV got together to celebrate the launch of the first full-time linear 3D TV channel -- "n3D" -- which began broadcasting this morning as channel 103 on DIRECTV. In addition to this new 3D channel, which is sponsored and "Powered By" Panasonic, DIRECTV also went live with channels 104, "Cinema in 3D" and 105 "n3D on Demand." These join channel 106 (ESPN 3D), which is already offering 3D broadcasts of the FIFA World Cup.
Panasonic's Chief Technology Officer, Eisuke Tsuyuzaki welcomed attendees to the event while a large digital timer displayed on a Panasonic VT25 plasma TV (in 3D of course) counted down the minutes and seconds until the official launch of n3D at 9:30 AM Eastern Time. Tsuyuzaki was followed by Shiro Kitajima, President of Panasonic's Consumer Electronics Company who stressed the importance of high quality 3D content to the success of 3D in the home environment. With content by DIRECTV, and a Panasonic 3D TV, consumers will always have something to watch in 3D, including sports, musical concerts, movies and other programming.
Last to take the podium was Steven Roberts, Senior Vice President of DIRECTV who elaborated on exactly what consumers could expect to see on these new channels. "It was important to have a solution that would work with customers' existing hardware," said Roberts. To that end, DIRECTV delivered a software update in June to all customers with compatible HD set top boxes, which immediately enabled 3D output from their existing DIRECTV receivers. And as of today, any DIRECTV customers who own a 3D TV and are subscribers of any HD programming package get access to the new channels at no additional charge. This opened up 3D high definition programming to millions of DIRECTV customers, effectively overnight.
According to Roberts, although there is no charge for the standard n3D channel, premium on-demand 3D events and movies will be available from DIRECTV, priced at a $1 surcharge over the standard HD viewing or rental fee. Right now, on-demand content is fairly limited, comprised mostly of previously broadcast soccer games from this year's FIFA World Cup. The n3D On-Demand channel requires a broadband internet connection as this is how content is delivered, rather than wasting precious satellite bandwidth.
Throughout the month of July, n3D viewers will have access to exclusive, original 3D programming such as Guitar Center Sessions with Peter Gabriel and Jane's Addiction, as well as additional titles such as Dinosaurs: Giants of Patagonia, Wild Safari: A South African Adventure and N Wave Picture's S.O.S Planet, African Adventure: Safari in the Okavango and Encounter in the Third Dimension. n3D will also offer special events such as this weekend's running of the NASCAR Coke Zero 400, the local broadcast of the Yankees-Mariners series on July 10-11 and DIRECTV's exclusive, national broadcast of FOX Sports 2010 MLB All-Star Game in 3D on July 13. The 3D movie channel, DIRECTV Cinema in 3D (channel 104) is currently offering IMAX titles Deep Sea 3D and Under the Sea 3D.
"The ability to bring high-quality 3D programming into the home is a huge advancement in the evolution of television," said Derek Chang, executive vice president of Content Strategy and Development for DIRECTV. "Our innovative technology has allowed us to lead the industry in HD and we are continuing on that same path by establishing ourselves as the premier destination for the best 3D viewing experience available. We are proud to be partnering with Panasonic and are excited to deliver this new dimension of television to millions of DIRECTV HD customers across the country."
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