Virgin Media holding 3D TV public demo

Virgin Media has announced plans to hold the first public demonstration of 3D TV on the UK high street at the opening of its new London store tomorrow.

Located on Oxford Street in the capital, the new outlet will host a consumer demonstration of 3D television on a dedicated set when it officially opens on Friday.

Customers will have to put on specialist polarising glasses to view a variety of 3D content, including action and sport. The temporary display will remain available over the Christmas period and also possibly into early 2010, depending on the response from consumers.

"We're delighted to establish a significant presence for Virgin Media on the UK's busiest high street," said Virgin Media executive director of consumer sales Peter Taddeo.

"Our store has been designed to give customers the chance to try before they buy, so they can get a great idea of the quality and range of entertainment and communications services Virgin Media has to offer.

"For the very first time we're also showcasing exciting 3D television which I hope will give people a fun break from the hectic rush of Christmas shopping."

In terms of Virgin Media's long-term strategy for 3D, the cable TV provider is thought to favour providing the content in an on-demand capacity rather than offering a linear channel such as that recently announced by rival Sky.