Hoping to resolve the chicken-or-the-egg dilemma when it comes to 3D television, ESPN is teaming up with DirecTV and Panasonic to deliver at least 85 live sports events over the next year on a dedicated 3D channel, ESPN 3D. ESPN will provide the coverage; DirecTV, the primary distribution; and Panasonic, the sponsorship. Each has a vested interest in promoting 3D television, although currently 3D receivers have been purchased by just a handful of consumers. DirecTV said that subscribers who have already signed on for HD programming will receive the 3D channel at no additional cost. Unlike most specialized TV channels (including ESPN) who use fillers between their regular programming, DirecTV said that it intends to simply switch off transmissions over the 3D channel when ESPN's sports coverage in 3D is not being provided.
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