ESPN launching first 3D television network

ESPN is launching industry's first 3D television network. The sports programmer is making a big bet on the format, announcing plans introduce a 3D TV network this summer.

The Walt Disney Co. unit said Tuesday that the new channel -- ESPN 3D -- will feature at least 85 live sporting events during its first year, beginning June 11 with the first 2010 FIFA World Cup match South Africa vs. Mexico.

Other 3D events will include up to 25 World Cup matches, the 2011 BCS National Championship Game, college basketball and football, and the Summer X Games.

"ESPN's commitment to 3D is a win for fans and our business partners," said ESPN and ABC Sports president George Bodenheimer. "ESPN 3D marries great content with new technology to enhance the fan's viewing experience and puts ESPN at the forefront of the next big advance for TV viewing."

ESPN has been testing ESPN 3D for more than two years. For example, it showed a USC-Ohio State college football game in select theaters and on USC's campus.

To watch the content, viewers must have a 3D-ready TV set, and might need a new set-top box. And yes, viewers also must wear 3D glasses.

Plus, the added cost of producing content in 3D will likely get passed onto the consumer, resulting in another cable pay tier similar to current high-definition packages.

That ESPN would be the first network to announce a 3D channel is no surprise. Sports was a key driver in viewers embracing HD, while ESPN constantly explores new technological advances to enhance its content. ESPN is also the most widely distributed cable network.

"This is a turning point for 3D," Consumer Electronics Association CEO Gary Shapiro told USA Today.

The recent box office success of "Avatar," which recently passed $1 billion worldwide and is set to become the #2 movie of all time behind director James Cameron's own "Titanic," has helped prove the 3D format can draw a stunning number of viewers.

The Live Feed's semi-annual live blogging coverage of the Television Critics Association press tour in Pasadena begins Saturday with CBS and The CW and continues Sunday with NBC.