Sky is bringing the third dimension to football this weekend when it broadcasts the first match in the UK in 3D to nine pubs on Sunday.
Arsenal and Manchester United's Premier League game will be viewable in 3D in pubs in London, Manchester, Cardiff and Edinburgh. In three months, Sky will expand its 3D coverage to hundreds of other pubs.
For the home veiwer, Sky 3D will be made available to all Sky+HD customers later in the year, with a range of content on offer, including movies, sport, documentaries and entertainment. For those with Sky+HD boxes, Sky 3D will initially be available as a free add-on.
Viewers need to wear a special pair of glasses to watch the content.
Gerry O'Sullivan, Sky's director of strategic product development, said: "People have already embraced 3D cinema and because Sky's 3D service uses the same kind of technology, we're confident there will be demand for sport, movies, concerts and drama in 3D."
The 2010 World Cup will also be filmed in the format.
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