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According to a source, Sky has set a wide projection of between 50,000 and 200,000 subscribers, as uncertainty remains as to how popular 3D viewing in the home will be.

The launch of the channel is being supported by a multimedia campaign, which started on 18 September and will be bolstered from today by a TV ad created by creative agency Brothers and Sisters, and branding agency V3.

The TV ad shows families, couples and groups of friends watching 3D TV using glasses. It then showcases some of the three-dimensional content that will be available on the channel.

In addition to the TV ads, Sky’s activity this weekend involves press, including a cover wrap in today’s Metro newspaper, as well as online and digital outdoor. Sky’s media agency is MediaCom.

Alongside live sports coverage, such as Premier League football, the 3D channel will also broadcast films in 3D; this weekend’s offering includes ‘Bolt’ and ‘Monster vs Aliens’.

Sky has taken the decision to carry only 3D ads on Sky 3D, unlike Sky’s high-definition channels which carry standard definition ads. Launch advertisers include Diageo stout brand Guinness, and Panasonic.

Graham Appleby, director of commercial partnerships at Sky Media, said: "We’re looking for clients and agencies to get behind 3D. Initially, we may not have as many ads as we could have, but we believe the service deserves to be special.

"If you’re watching something that’s unique, as a viewer, you do not want to go back to normal TV for the ads."

On Tuesday, Virgin Media made the shock move of announcing its 3D service. It currently offers one 3D film on demand and does not show ads before or after the feature.