Virgin Media has rained on Sky's parade by launching its 3D Movies On Demand TV service just two days before the UK satellite outfit.
The move has a slight whiff of petulant spoiler in our book, as Virgin is offering just one movie, the British vehicle for talent show-winning dance group Diversity, Street Dance 3D.
You'll have to be in possession of a 3D compatible Virgin HD set-top box, a 3D capable TV and a set of special of glasses if you want to see Ashley Banjo and the little cute one with the glasses and big hair body-popping out of your screen. Oh... and you'll have to be willing to cough up £5.99 for a 24 hour rental.
Virgin says today's launch, which is powered by FilmFlex, is just a taste of things to come. The company is currently building a portfolio of 3D films and TV output.
Judging from the current roster, which includes Garfield’s Pet Force 3D, Step Up 3D and Despicable Me 3D, it looks like Rupert Murdoch has opened up his bottomless wallet and snapped up all of the decent content for his own Sky 3D service which launches on Friday October 1st.
Virgin also announced today that it is working with Korean electronics giant Samsung in order to bring three-dimensional telly to the masses.