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DirecTV 3D channel launching Sunday

The Sony, Discovery, and IMAX-backed channel introduced early last year will finally go live this weekend.

Sony 3D TV
The first 24/7 TV channel featuring all 3D content in the U.S. arrives Sunday night. Sony

They've been talking about it for long enough. On Sunday evening, Sony's 3D TV channel is finally going live.

3net will be available to DirecTV subscribers starting Sunday at 5 p.m. Pacific.

The emphasis at the start will be on original content, airing two shows right off the bat called "China Revealed" and "Forgotten Planet." 3net also promises "an unprecedented" stream of original 3D series, with a new one debuting every night.

The satellite provider is the first distribution deal for the 24/7 3D channel that is a partnership between Sony, Discovery, and IMAX. Sonyintroduced the concept at CES in January 2010, and revealed the name of the channel last month at CES 2011.

3D is central to Sony's consumer strategyright now, with the company being one of the first to heavily market 3D-capable TVs last year as well as 3D games for PlayStation 3, and having its own movie studio to churn out 3D movies.