Leading bundle providers Virgin Media and Sky look set to go head-to-head once again, as the former plans the launch of 3D digital TV.
They may have come together in the name of digital TV just weeks ago, but it seems that the recent improvements seen in Sky and Virgin Media's relationship have just been temporary.Sky has arguably carved itself a strong niche when it comes to 3D TV, with the firm launching its first channel in pubs and clubs at the start of April. In addition, as plans are afoot to bring the service to households before the end of the year, it would appear they are well in control of the market segment.
Well, not if Virgin Media has anything to do with it. Cindy Rose, executive director of digital entertainment, has revealed to the Daily Telegraph that the company will enter the area later this year.
It is expected that the Virgin Media 3D experience will be launched alongside a range of other new products, most notably a new music subscription service offering unlimited downloads.
So will Virgin Media be able to take on Sky in the 3D TV stakes? Demand for such services appears to be high, with the likes of Avatar and Alice in Wonderland showing interest in the format on the big screen.
But will its move to the small screen be as much of a success and will Sky's head start give it an advantage over its rival?