UK broadcasting giant Sky has reaffirmed its continued support to its dedicated 3D channel despite a number of its rivals dropping their own 3D efforts.
With the BBC and ESPN having both confirmed in recent weeks that they would be scrapping their individual 3D services, Sky has pledged to forge on where others have jumped ship stating "3D is still very important to us."
Speaking with TrustedReviews, Paul Fuller, Creative Director at Sky stated: "3D is something we are continuing to push forward on, we are certainly not looking to wind back." he added: "It is something which is very important to us and something we are continually looking to try to progress and improve."
Although retailers have claimed that interest in 3D TV sets has been much lower than expected, Fuller was not on his own in reassuring us Sky 3D would continue to broadcast original content.
"It's about picking and choosing what we do," Steve Smith, Director of Sky Sports Production said. "The volume of 3D football that we will be doing this season will be comparable with the last couple of seasons."
He added: "It's also [at the point] where we look at what other events do we do in 3D. We are evaluating when we get involved in boxing, when we get involved in rugby league."
Suggesting there is still much to come from 3D in the home he stated: "We are really only at the beginning of working with the 3D technology and pushing the boundaries of what it does and what it delivers. We learn on each production that we do.
"We're definitely not scaling back, we have extended our 3D viewers with entertainment extra plus and 3D viewership is growing."
In January 2013, Netflix introduced 3D films to its roster of content in the US, so Sky is not the only company to be showing some support for the contentious 3D format.