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virgin_media_logoVirgin Media launches its 3D Movies On Demand service today and the company said it was the first digital TV service to bring “cutting edge 3D” straight to UK TV screens. With Sky’s 3D TV service due to launch in homes on 1 October, it is the first to be commercially available.

“Following successful tests of 3D technology on its fibre optic cable network and after months of public demonstrations in key Virgin Media stores, the company is now starting to offer a selection of 3D movies and TV programmes as part of its on demand TV service,” a Virgin Media spokesman said.

“From today, all Virgin Media TV customers, with a 3D-ready set-top box, 3D TV and glasses, will be able to experience exciting new 3D On Demand content for themselves, from the comfort of their home.”

A V HD or V+ HD is required to receive 3D content.

The launch kicks off with Brit flick StreetDance 3D, which is available today at a special price of £5.99 for a 24-hour rental.

Virgin Media’s 3D Movies On Demand service is powered by FilmFlex and Virgin said it will look to build its 3D portfolio over the coming months, as more people begin to purchase 3D TVs and programme-makers look to increase the production of 3D content.

Upcoming 3D titles include Garfield’s Pet Force 3D (October), Disney’s A Christmas Carol 3D (November), Step Up 3D (December) and Despicable Me 3D (early 2011).