LG, Sky extend 3D TV partnership

Sky has extended its 3D TV partnership with manufacturer LG ahead of the launch of Europe's first 3D channel next month.

Under the partnership, which was first established earlier in the year for the launch of Sky 3D to pubs and clubs, Sky will continue to endorse LG as the preferred choice for consumers purchasing 3D TVs.

The agreement will also see the two brands running joint marketing campaigns to educate consumers and build awareness about 3D TV.

Throughout the remainder of 2010, Sky and LG will run demonstrations of 3D TV at a network of nationwide retailers, including Sky's own outlets.

On October 1, the Sky 3D channel will become available to Sky+ HD subscribers on the top tier television pack who have purchased a 3D TV set.

The channel's opening weekend will include 3D coverage of the Ryder Cup from Celtic Manor, as well as 3D premieres of animated movies Bolt and Monsters Vs Aliens.

"Making 3D technology a genuine reality in people's homes relies on the pairing of great hardware and compelling content. Our partnership with Sky recognises just this," said LG Home Entertainment head of marketing Stephen Gater.

"Together we are committed to educating consumers about our full 3D TV range and demonstrating how they can best view the new content that will available to them in the home."

Sky's director product management Hilary Perchard added: "We're delighted to have entered into this partnership with LG. We believe in giving customers choice and as the only manufacturer so far committed to both active and passive TVs, we believe LG has the breadth of product to offer a 3D TV experience for all Sky customers.

"We will work alongside LG in helping raise interest and awareness of 3D as we build up to and beyond the launch of Sky 3D."

Also today, LG has unveiled a new range of 3D-ready plasma televisions, including a massive 180-inch prototype model to be demonstrated later in the year.