Sky to Shutter 3D Network

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The pan-European pay TV giant will take its 3D content in the U.K. and Ireland on demand.

Pan-European pay TV giant Sky has decided to shut down its dedicated 3D network in the U.K. and Ireland.

"From June, Sky 3D is going fully on demand," wrote Luke Bradley-Jones, Sky's brand director TV products,  in a blog post. "From the latest 3D movie premieres like Guardians of the Galaxy, X-Men Days of Future Past and Dawn of the Planet of the Apes, to the very best in natural history with documentaries like Natural History Museum Alive, it will all be ready and waiting for our customers to view whenever it suits them."‎‎

He added: "Since its launch in 2010, Sky 3D has led the industry, becoming the home of incredible 3D content, from Sir David Attenborough’s award-winning documentaries like Flying Monsters, to the biggest Hollywood blockbusters like Avatar."

Sky is the latest media giant to call time on a dedicated 3D channel. U.K. reports said that Sky 3D, which was touted as Europe's first 3D channel in Europe, struggled to find an audience.

The BBC stopped developing 3D programming in 2013 for at least several years, citing a "lack of public appetite." That move came after ESPN dropped its 3D channel.

‎But Bradley-Jones said in his blog post: "The changes to 3D are all part of making our on-demand offering a fantastic destination for customers."

He started off his blog post by highlighting: "We were recently very pleased to announce that almost 7 million of our customers in Britain and Ireland have now connected Sky’s On-Demand services — making us far and away the biggest connected TV platform. What’s more, we’ve seen on-demand downloads hit over 300 million in the last three months alone. That’s up by more than 60 percent year-on-year. So as more and more of our customers choose to watch TV when it suits them, we’re making some changes to how customers can watch Sky 3D."

Twitter: @georgszalai

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