Attention 3D fans! The first 24/7 fully programmed, general entertainment 3D television network in the U.S. is due to launch this year. The joint venture of Sony Corporation, Discovery Communications and IMAX Corporation, the channel will be called 3net and will feature the world’s largest library of native 3D television content. It is expected to launch in the U.S. early this year. These three partners offer an extraordinary collection of award-winning 3D content, technology and production expertise, television distribution and operational strength to the project. Their mission? To bring viewers the highest quality and most immersive in-home 3D viewing experience possible.

This channel will feature the largest library of 3D content ever, featuring genres like natural history, documentary, action/adventure, hard travel, history, hyper-reality, lifestyle and cuisine, concerts, movies, scripted series and more.

Sir Howard Stringer, Chairman, CEO and President, Sony Corporation had this to say about the newly emerging network: “3net is a critical component of the growth of 3D, as it will deliver a rich array of immersive, high-quality programming directly to consumers. In a year when 3D becomes more personal, Sony, Discovery Communications and IMAX are dedicated to bringing great 3D television experiences into consumers’ homes. Our groundbreaking vision – creation of the preeminent 3D television destination – will soon become a reality.”

Tom Cosgrove, 3net’s President and CEO is quoted as saying, “The vast resources and expertise of our joint venture partners – whose leadership spans across media, technology and entertainment – have allowed us to create a truly unprecedented 3D television experience grounded in the concept of highly immersive and engaging content. We are continuing to work closely with our internal and external partners to position 3net as the preeminent player in the 3D television space as we move towards launch.”

“For 25 years, Discovery Communications has been dedicated to satisfying curiosity and making a difference with the highest quality and most compelling content for viewers,” said Discovery Communications Founder and Chairman John Hendricks. “Over the past decade, in partnership with technology leaders like Sony, we have made good on that promise by helping to pioneer HD in over 80 markets around the world. Today, with my friend Sir Howard Stringer at Sony and our partners at IMAX, 3net takes that commitment to the next level for consumers, affiliates and advertisers with the closest to real-life experience that TV has to offer – 3D.”

Originally announced at last year’s CES, 3net has developed rapidly under Cosgrove and his senior executive team as they continue to develop a unique content strategy in concert with a compelling “3D big events 24/7” brand proposition to consumers. Some of the programming lineups viewers can expect to see are: Experience 3D, Hubble 3D (IMAX), In The Qube (Sony), Wildebeest Migration (Discovery), and others.