Sky to launch 3D advertising formats

BSkyB plans to offer 3D advertising opportunities when it launches its new 3D TV channel next year.

The broadcaster’s 3D service, which will be made available on Sky+HD set-top boxes and 3D-ready television sets, will feature 3D entertainment shows, films and sports content as well as advertising capabilities, according to Sky.

“Although it’s still very early days, we anticipate there being a range of exciting new creative opportunities for advertisers,” a spokesperson said today.  “As we prepare to launch a commercial service next year, we’ve already had some initial discussions with advertisers about the potential for 3D TV, and their enthusiasm for innovating is clear.”

Last month, the broadcaster said it plans to offer its upcoming 3D service to pubs before it is released to the domestic market in the new year.

Sky said selected sporting events will be filmed live in 3D specifically for pub screenings during their period of exclusivity.

A month after Sky first announced its proposed 3D service, Channel 4 also unveiled plans to run a week-long 3D series, which will broadcast in the autumn ahead of Sky’s launch next year.

The terrestrial broadcaster is set to strip a week of normal peak-time programming to air special UK-made 3D programmes, such as Derren Brown’s 3D Magic Spectacular and two hour-long The Queen in 3D by Renegade Productions.

However, Channel 4’s short-term 3D experiment differs from Sky’s proposed service as its 3D content can be viewed on standard TV sets.  It only uses technology based on ColorCode 3D glasses, which will be distributed through Sainsbury’s stores a week before the C4 series.