Faced with sluggish sales of its own 3D hardware, which have often been blamed on lack of worthwhile content, Korean telly-maker Samsung has decided to get into the broadcast business... sort of.
Early adopters of 3D TV will be more than aware of the dearth of decent stuff to watch - and that's the ones paying for subscription services like Sky and Virgin Media. Once you've watched the handful of last year's crop of 3D films that have made it to the small-ish screen, the odd overpriced footy match on pay-per-view and the smattering of newly-shot documentaries, you'll find yourself back in a world of flatness.
In what some might dismiss as a desperate attempt to revive flagging sales, Samsung has decided to get into the broadcast game by offering owners of Internet-connected Samsung 3D sets the opportunity to watch a few trailers for forthcoming movies and 'lifestyle documentaries' made by car makers. Adverts, then. Long, boring ones.
We can't help thinking that the whole thing has been set up as a tool to allow small retailers who don't have a commercial Sky+ HD subscription to be able to show demonstrations in-store rather than a massive enticement to drop a giant wad of cash on a new telly, but Samsung says the service will expand in the future.
“The demand for 3D is growing rapidly, but only a handful of channels are providing content," said Samsung's UK veepee of selling stuff Andy Griffiths. "Samsung has led the 3D LED TV market since it launched last year, and the roll-out of our 3D video-on-demand service demonstrates our commitment to accelerating its growth,” he continued, according to the Torygraph.