The company today (28 September) announced the launch of its 3D On Demand service.
The service will offer Virgin Media TV customers with a 3D-ready set-top box the chance to watch movies on demand in 3D. Movies will be available on a pay-per-view basis.
The move comes ahead of which will launch on Friday.
Virgin Media is bidding to expand its 3D portfolio over the coming months, a key battle ground in the paid-for TV market.
It plans to launch a range of new content as more people begin to purchase 3D TVs and programme makers look to increase the production of 3D content.
To mark the launch of Virgin Media’s 3D On Demand service, the British dance film, 'StreetDance 3D', will be available from today (28 September) for £5.99.
Other 3D movies such as 'Garfield’s Pet Force 3D', Disney’s 'A Christmas Carol 3D' and 'Step Up 3D', will become available over the next few months.
In addition, Virgin Media has united with Samsung as part of an exclusive 3D partnership. Samsung’s 3D TVs will feature in Virgin Media stores up and down the country. There will also be joint 3D showcases and further joint marketing activity.
Cindy Rose, Virgin Media executive director of digital entertainment, said: "As we’ve already seen with the take-up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows, and, with the addition of 3D On Demand, they will be able to watch eye-popping movies whenever they want."
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