Virgin Media plugs away at 3D TV despite BBC claims nobody's watching

An extra 50 hours of 3D TV is being added to Virgin Media's On Demand library, yet only a fortnight ago the BBC decided to scrap its 3D output citing a lack of public interest...

Virgin Media has made clear its commitment to 3D TV by tripling the size of its On Demand offering with an extra 50 hours of programming in 3D.

On Demand, which already boasts 25 hours of TV and film in 3D - not least recent hits like Life of Pi and Wreck-It Ralph - will soon have more factual shows, including 3D Safari and Kalahari Meerkats, as well as new movies such as Jack the Giant Slayer.

Just a fortnight ago, the BBC announced it would soon be shelving all 3D plans. It blamed a "lack of public appetite" for 3D TV, which it said audiences find "quite hassly".

Virgin Media disagrees, claiming 3D makes a "valuable addition" to its TV platform.

A spokesperson told broadbandchoices.co.uk: "The 3D market continues to develop and mature, and, with one million 3D shows watched on demand since we launched in 2010, our customers have enjoyed getting a taste of the 3D experience from the comfort of their sofas."

Earlier this month, in a Radio Times interview, the BBC's head of 3D, Kim Shillinglaw, said: "I have never seen a very big appetite for 3D television in the UK.

"When people watch TV, they concentrate in a different way. When people go to the cinema, they go and are used to doing just one thing. I think that's one of the reasons that uptake of 3D TV has been disappointing."

When the Queen's Christmas Message was shown in 3D last year, only 5% of households with a 3D TV set actually bothered to tune in.

Even the 2012 Olympics failed to meet the BBC's expectations in terms of 3D viewing figures. Only around half the estimated 1.5 million 3D-enabled homes watched the 3D opening ceremony.

Virgin Media was the first TV service in the UK to offer any 3D content. Customers now have access to a wide range of programming, available at any time of the day or night.

While much of the On Demand programming is offered at no extra cost, movies are rented on a pay-per-view basis and charges added to the customer's normal monthly bill.

The table below shows Virgin Media's complete On Demand 3D line-up:

Movies

Content

Availability

Silent Hill: Revelation

Currently available

The Hobbit: An Unexpected Journey

Currently available

Life of Pi

Currently available

Texas Chainsaw Massacre

Currently available

Wreck-It Ralph

Currently available

Oz the Great and Powerful

Currently available

Jack the Giant Slayer

Available from 22 July

NMV TV shows

Burma 3D

Currently available

3D Safari

Currently available

3D Dive

Currently available

Pride of Mongolia

Currently available

Kalahari Meerkats

Currently available

Bird Park 3D

Currently available

Moonlight 3D

Coming soon

Car and Driving

Coming soon

Discovery TV Shows

Crazy Land S2

Currently available

Fields of Valour

Currently available

How It's Made 3D

Currently available

Hillbilly Blood S2

Coming soon

How It's Made (additional episodes)

Coming soon

Lava Chasers

Coming soon

Monster Trucks 3D

Coming soon

River Monsters

Coming soon

Secrets of the Shaolin

Coming soon

Electric Sky TV shows

Street Dance with Sisco Gomez

Coming soon

Shortlisted

Coming soon

Vision TV shows

Fire Ants

Coming soon

Microplanet

Coming soon

Sony TV shows

Scary Tales

Coming soon

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