Sony turn to get in on the action with the launch of its 3D VOD offering: 3D Experience. Back in May, Samsung announced Explore 3D – a 3D video-on-demand app for its Smart TV range.

HDTV manufacturers have used a variety of tactics to attract customers to the 3D segment, bundling free glasses, discounting Blu-ray players, and nearly eliminating unsightly bezels, but with content selection still incredibly limited, there’s been little incentive for consumers to shell out extra cash for a 3D set.

Sony’s new 3D Experience sets out to expand those content offerings, streaming on-demand sports highlights and select movie trailers to Bravia LCD TVs, and eventually Blu-ray players and home theater systems. The Experience launches with just 30 clips in the US, Canada, France, Germany, and the UK today, but will eventually grow to include more movie, music, sports, and documentary titles.

Launching 13 July in six countries (including here in the UK and across the pond) the plan is to extend the service to 3D capable Blu-ray players and Blu-ray home theatre systems in the near future.

Source: 1, 2

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