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3net, the 24/7 3D TV channel owned by Sony, Discovery and IMAX, has announced strategic launch partnerships with two industry leaders in the emerging U.S. 3D market -- XPAND 3D and Sony Electronics Inc. Xpand manufactures 3D glasses while Sony has a myriad of 3D products including 3DTVs, 3D Blu-Ray players and cameras.

The joint announcement was made by 3net president and CEO Tom Cosgrove, Xpand CEO Maria Costeira, and Sony Electronics president and COO Phil Molyneux and  is already been touted as the next big thing to hit the 3D broadcasting field.

"With our glasses and 3net content, that viewing experience can be equally compelling on the laptop, the cinema and in the living room." said Maria Costeira, CEO of Xpand.

Cosgrove said, "We're extremely pleased to have two industry leaders in the dynamic 3D market onboard as our network launch partners. Our three companies are breaking new ground with content, products and technology solutions for the emerging 3D space, and each of these individual partnerships will allow us to leverage our joint capabilities to further the development of both the industry as well as our respective business interests.”