BSkyB promotes 3D TV channel alongside Avatar

BSkyB is launching a 3D cinema ad campaign tomorrow alongside new sci-fi flick Avatar, to promote its launch next year of the first 3D television channel in Europe.

The campaign, created by in-house agency Sky Creative, runs for six weeks in 700 cinemas nationwide, and features the strapline “3D TV from Sky, coming soon to your existing Sky+HD box”.

The satellite broadcaster announced in July that it would be launching a 3D channel next year, showing films, entertainment and sports content.

Hilary Perchard, the Sky director of product management, told mediaguardian.co.uk: “As we move towards the launch of the UK’s first 3D TV services, these are our first steps in widening public awareness of the service and providing a ‘seeing is believing’ experience.

“As Sky’s 3D TV services uses the same underlying technology as that being used in cinemas, it seemed natural to use Avatar as our first marketing platform. We also wanted to give consumers the opportunity to sample first hand the quality of experience we will offer next year.”

To view the programmes, viewers will need a special 3D TV set and special glasses.