Discovery Teams with IMAX, Sony for 3D Network

SILVER SPRING: Discovery Communications is joining forces with IMAX and Sony for a 3D network that is slated to make its debut in the U.S. at the beginning of 2011.

Discovery, Sony Corporation of America and IMAX will be equal partners in the joint venture. The channel will deliver 3D programming from the natural history, space, exploration, adventure, engineering, science and technology, movie and kids’ genres, drawing from the libraries of its three owners, as well as from third-party providers. Discovery will provide network services, including affiliate sales and technical support functions, as well as 3D television rights to Discovery content and cross-promotion across its portfolio of 13 U.S. television networks. Sony will provide advertising/sponsorship sales support, and will seek to license television rights to current and future 3D feature films, music-related 3D content and game-related 3D content, while providing cross-promotion at retail stores. IMAX also will license television rights to future 3D films, promotion through its owned-and-operated movie theaters across the U.S., and a suite of proprietary and patented image enhancement and 3D technologies. Day-to-day management will be handled by a separate staff—a search has begun for a general manager—reporting to a board of directors comprised of members from each of the three companies.

“Discovery’s business strategy has always focused on delivering groundbreaking content through new platforms, including the first suite of digital channels launched in 1996 and the first 24/7 basic cable HD channel in 2002,” said John Hendricks, Discovery’s founder and chairman. “Now, as Discovery celebrates its 25th anniversary in 2010 as the world leader in satisfying curiosity and bringing audiences the most realistic viewing experience, we continue to change the face of television with the launch of the first-ever 24/7 dedicated 3D television network.” 

“Sony is the only company with expertise in every part of the 3D value chain,” said Howard Stringer, the chairman, CEO and president of Sony Corporation. “We are delighted to be partnering with Discovery and IMAX, two premier companies also dedicated to leadership in 3D, in this groundbreaking new venture. It is clear to us that consumers will always migrate to a better and richer entertainment experience, and together we are determined to be the leader in providing that around the world.”

“By partnering with Sony and IMAX on 3D, Discovery will lead the way in revolutionizing the next-generation home viewing experience in the U.S. and around the world,” added Discovery Communications’ president and CEO, David Zaslav. “Today’s announcement is the next step in fulfilling Discovery’s mission of providing groundbreaking content for our affiliate partners and enlightening viewers with the most immersive and realistic viewing experience available anywhere.”

“IMAX has been a pioneer and recognized leader in 3D technology for more than 25 years, delivering the premium in-theatre experience to audiences around the world," noted IMAX CEO Richard L. Gelfond. "We’re reaching more and more consumers with the recent expansion of the IMAX theatre network and the growth of 3D movie content. This new business venture is the first step in our strategic effort to take 3D into the home and extend the IMAX brand. We’ve already had strong collaborations with Discovery Communications and Sony in the past on IMAX event film titles, and we are thrilled to work with such strong partners to be the first to make in-home 3D a reality.”