V+ - 3D

3D

V+ set-top boxes are already 3D compatible as displayed in Virgin Media's Oxford Street store using polarised glasses and trialled over a private video on demand network using a HD stream interlaced with two pictures.

In March 2010, during the Ideal Home Show at the Earls Court Exhibition Centre, Virgin Media showcased a reel of 3D content - including sport and video games - as a taste of its plans for 3D television. Virgin confirmed plans to start offering 3D content to subscribers via its on-demand platform rather than launching a static channel. The demo used active glasses but Virgin Media said that its 3D service would also support passive glasses.

On 28 September 2010, Virgin Media announced the launch of 3D Movies On Demand – the first commercially available 3D TV service in the UK. All Virgin Media TV customers, with either a V HD, V+ or TiVo box, 3D TV and glasses, are able to experience 3D Movies On Demand. The launch of 3D Movies On Demand, powered by FilmFlex, initially featured StreetDance 3D, Garfield’s Pet Force 3D, A Christmas Carol 3D, Step Up 3D and Despicable Me 3D. Virgin Media also announced an exclusive 3D TV partnership with Samsung Electronics which would see Samsung 3D TVs featured in Virgin Media stores as well as other joint 3D showcases and marketing opportunities.

Virgin Media will also be investing in producing original 3D content. “We can confirm we’re looking at producing original content in 3D…. it makes sense for us to look at things like live music with the Virgin Media V Festival,” Cindy Rose, executive director of digital entertainment at Virgin Media said. Going on to explain that movies in 3D would remain available on a paid-for basis, but Virgin Media customers would be able to access other 3D content, such as TV shows, for free. She confirmed that the company has already secured the rights of a couple of TV programmes to be shown in 3D, but could not name them yet.

Between 22 May and 5 June 2011, Eurosport 3D was broadcast exclusively on Virgin Media for the 2011 French Open. Selected 3D matches were also available on demand. The channel will return on 27 May 2012, to cover the 2012 French Open and 2012 Summer Olympics.