• by David Goetzl , June 9, 2010

Breaking from competitors, AT&T will charge customers $10 a month to get ESPN 3D when it launches on Friday. Subscribers to AT&T U-verse service who have a 3D set can receive the channel, which will be offering 25 World Cup games over the next few weeks.

Comcast and DirecTV -- the other two providers that are carrying the 3D channel -- are not charging customers extra. Subscribers of all three distributors will need an HD set-top box -- in addition to the fledgling 3D sets and accompanying glasses -- so viewership is likely to be minimal.

AT&T may be charging for its "3-D Technology Package" under the theory that consumers who have invested in the pricey 3D sets will not balk at the $10 fee. The telco TV provider also positions itself to drive revenues with the 3D package as the third-dimension sets and 3D content proliferate.

Starting gratis, Comcast and DirecTV may have a tougher time instituting extra costs. DirecTV is scheduled to have four 3D channels available later this month.

ESPN 3D and N3D -- a play on "in 3D" -- will be free on the satellite operator, but VOD and pay-per-view offerings will come with a cost, although details are still being formulated.

Also coming is a 3D network jointly owned by Discovery, Sony and IMAX. The partners announced that Tom Cosgrove will serve as CEO, although no launch date or distributors have been released. Cosgrove had been COO of the Discovery Channel.

Somewhat surprisingly, since Discovery touted the network at its upfront event, syndicator Sony Pictures Television will handle ad sales, under the direction of its sales head Amy Carney. Discovery's head of digital distribution Rebecca Glashow will oversee affiliate relations.

ESPN 3D will be available part-time, only when events are on. DirecTV's N3D will run 24/7, as will the Discovery-fronted channel with its programming ranging from natural history to films.

The Discovery-fronted network was announced in January, although the three owners finalized their deal last week.