Channel 4 will air 3D shows and films in the autumn which viewers will be able to watch on standard TVs, while Sainsbury's will distribute 3D glasses free to customers.
Sky has also planted a flag in the territory with plans to launch its first 3D channel in 2010, while Virgin1 aired a 3D episode of the US comedy-drama Chuck this week.
Channel 4 hopes its season will attract brands to create 3D ads, and aims to run an entire break of the ads during a Derren Brown special.
'We have always considered how to use 3D technology to give advertisers extra stand-out,' says Chris Braithwaite, group manager for strategic sales at Channel 4.
'The main obstacle has always been the economies of scale with regard to distributing glasses to the viewing public, but now this obstacle has been removed,' he adds.
Despite its sponsorship of the 3D week, Sainsbury's has no plans to produce a special ad for the event.
Sky's 3D technology is already available through its HD set top boxes, but requires a 3D-ready TV set to view it.
Brian Lenz, director of pro-duct design at BSkyB, believes advertisers can be creative with the medium. 'Although it is still early days, we anticipate a range of opportunities for advertisers,' he says.
'Just as programme-makers will be able to engage audiences as never before, so will content-led advertisers' adds Lenz. 'We have already had some initial discussions about the potential for 3D TV, and the enthusiasm is clear.'
The cost of creating 3D ads may prove prohibitive for advertisers until more consumers have the technology to view the ads properly and a significant number of channels are broad-casting in 3D. Persuading even early adopters to upgrade to 3D-ready TVs could also prove difficult because many have only recently bought pricey HD-ready sets. Tess Alps, chief executive of Thinkbox, says 45% of households now have an HD-ready set. 'Those people who have invested in an HD-ready TV won't want to upgrade straight away, but the natural cycle to upgrade is about every five years,' she adds.
While Sky may be ready to broadcast in 3D in fewer than 12 months, consumer demand may not fully materialise until nearer 2015.
Broadcasters pinning their hopes on 3D advertising will therefore welcome news that electronics brands are already pushing to get their 3D-ready products into the hands of consumers. Last week, Panasonic announced a sponsorship deal with the upcoming 3D blockbuster film Avatar.
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