Virgin Media has unveiled Britain's first ever 3D TV channel, beating rival BSkyB to the feat.
The 3D services, called 3D Movies on Demand, will allow customers to access 3D versions of popular movies such as Disney's A Christmas Carol and StreetDance, according to The Guardian.
Virgin Media has beaten rival BSkyB, which is gearing up to launch its own 3D channel on 1 October.
In comparison, Virgin Media had been surprisingly quite about its 3D channel. more so than BSkyB, which has been roping in celebrities to endorse the upcoming service.
According to the company, Virgin Media users with V+ or V HD set-top-boxes and expensive 3D glasses will be able to access the service.
The first movie on the service, which is being powered by FilmFlex, is StreetDance 3D, which is available for £5.99.
Cindy Rose, the executive director of digital entertainment at Virgin Media, said in a statement to The Guardian: “As we have already seen with the take-up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows.”