• by David Goetzl  @dgoetzl, May 5, 2011

The fledgling 3net, which does not run traditional ads yet, has brought two sponsors with "brought to you by"-type roles on board. XPAND 3D, which makes 3D glasses, and Sony Electronics, which makes 3D TV sets, are backing separate original productions on the network jointly owned by Discovery, Sony and IMAX.

Originals affiliated with Sony include "In the Qube," which focuses on news in 3D entertainment, and an adventure and adrenaline prime-time block.

XPAND is on board with "Building the Brand," about how brands such as Gibson guitars and Corvettes are made, and "Jewels of the World."

There are opportunities for joint promotional initiatives between the network and XPAND and Sony that are being explored off-air, in part to boost awareness of 3D TV in general. 3net launched in February.

"3D is providing content creators and their audiences alike with a new medium for expression, engagement and enjoyment of media," stated Maria Costeira, CEO of XPAND. "Whether it's drama, sport, informational or interactive, 3D is changing the way businesses and consumers look at content."

The European company has its U.S. base in Los Angeles.

3net CEO Tom Cosgrove stated that "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."