Discovery UK signs 3D deals with Sky, Virgin Media

Discovery Networks has signed its first 3D distribution deals outside of the US, involving Sky and Virgin Media getting access to 3D content from the broadcaster.

The agreements cover a number of key genres, including natural history, engineering, extreme sports and crime documentaries. Several Discovery Networks UK 3D commissions will launch on Sky and Virgin Media, including 3D Safari and Beautiful Freaks with Nick Baker.

Some of the 3D content will originate from 3NET, the joint venture between Discovery Communications, Sony and IMAX Corporation in the US, including High Octane, a ten-part series about extreme sports produced by Electric Sky Productions.

Discovery UK general manager Susanna Dinnage: "We are very excited to be launching all these wonderful 3D shows to audiences across the UK. These are substantial and ambitious deals that will enrich the 3D experience of anyone who has Sky and Virgin Media's 3D services.

"Discovery continues to look at ways to innovate in its storytelling and 3D is a technique that can be hugely impactful. We look forward to sharing the new world with viewers and our partners."

Virgin Media started offering 3D content via video on-demand in September 2010, while Sky launched a dedicated 3D channel the following month.

"Having taken an early and world-leading position in 3D, we've now created a channel which offers an unrivalled selection of award-winning 3D content spanning a wide range of genres," said Sky 3D director John Cassy.

"We know Sky homes value high-quality documentaries in particular, so we're very pleased to work with Discovery to help them better satisfy their viewers and our customers. It's also very encouraging to see yet another prestigious content brand embrace the 3D opportunity."

Aleks Habdank, the director of digital entertainment at Virgin Media, added: "We're really excited to be able to add a range of dazzling, daring and dramatic Discovery programmes to the extensive range of 3D content we already offer all of our customers through our pioneering on demand platform to watch whenever they want.

"Virgin Media families now have even more choice when it comes to their 3D viewing, whether it's through a range of movies, music videos or documentaries, coupled with our Virgin Media TiVo service providing the most advanced TV offering in the UK."