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3net Partners With Xpand 3D and Sony Electronics

Professional bullfighter series "Bullproof" debuts Thursday on the 3D channel.

3net -- the joint venture 24/7 3D network from Sony, Discovery and IMAX -- has formed partnerships with Xpand 3D and Sony Electronics.

The multi-year agreement aligns 3net with each of the partner's marketing, sales and product teams to develop multimedia promotions, program sponsorships, short form programming and integrated marketing initiatives.

In consumer electronics, Xpand is a maker of 3D glasses while Sony manufacturers a wide range of products including 3DTVs, 3D Blu-Ray players and consumer camcorders. Both companies also support professional markets.

Said Maria Costeira, CEO of Xpand: "With our glasses and 3net content, that viewing experience can be equally compelling on the laptop, the cinema and in the living room."

Added Phil Molyneux, president and COO, Sony Electronics: "While the network expands its library of quality 3D entertainment for the home, Sony will make 3D personal, bringing to consumers the tools they will need to create, share and enjoy their own, personal 3D content."

On Thursday, 3net debuts Bullproof, a native 3D "sportumentary" series that follows a group of professional bullfighters. The young 3D network recently began its first scripted 3D production, a four-part series about the Civil War.