Using "DNA" from last year's 3D Zone Smart TV app, LG is bringing the new 3D World service to consumers using a "card" on the Home Dashboard of Cinema 3D Smart TVs. It is available in nearly 70 countries.
3D World offers users the ability to watch high quality 3D content across various categories, including entertainment, sports, documentary, kids and lifestyle.
LG, which was a key device partner for the launch of Sky's 3D TV channel in 2010, said that it will pursue more partnerships with global 3D content providers to bring further material to 3D World in future.
"3D World is a critical part of LG's long-term strategy which includes controlling more of the 3D ecosystem that Cinema 3D owners experience," said Havis Kwon, the president and chief executive of LG Home Entertainment Company.
"With the global roll-out of 3D World, LG is demonstrating its commitment to providing diverse, high quality 3D content."
3D World is being offered as an app for Cinema 3D Smart TVs produced in 2011, while 2012 models will use the streamlined card system on the Home Dashboard.
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Meanwhile, the Perform sports media group has agreed a deal with LG to bring thousands of hours of live and on-demand sport to Cinema 3D Smart TVs.
Perform, which sprung to fame in 2009 when it exclusively streamed an England game online, will bring its Livesport.tv app to the firm's TVs, offering live and on-demand sports matches, highlights and news.
Sports covered by Perform include European and South American football leagues, world snooker, Australian Rules Football (AFL), PSA squash, mixed martial arts, handball, darts, hockey, tennis, rugby union, rugby league and boxing.
"This marks a significant partnership for LG," said Kwon. "Perform's depth of sports content and ability to deliver a compelling customer service will ensure our Smart TV customers will have access to some of the best digital sports content available."
Livesport.tv launches on LG TVs across five European regions - the UK, Germany, France, Spain and Italy - and live content will be available via subscription, while all video on-demand content can be accessed for free.
"We are very excited to be integrating Livesport.TV across LG's Cinema 3D Smart TV," said Oliver Slipper, the joint-chief executive at Perform.
"The growth and adoption of Connected TVs means they are fast becoming the mainstay in living rooms around the world."