ESPN3D Goes 24/7 In February

Paul-Gasol

Unbowed by suggestions that adoption of 3D TV is middling, ESPN is expanding its 3D network to 24 hours a day. That gives it a seventh all-the-time linear TV channel in the U.S. 

ESPN 3D made its debut in June -- but has aired one-offs since, with coverage of a college football game here, an NBA game there. On Valentine's Day, it goes 24/7 with a combination of replays of previous 3D-casts (there have been 60) and live events.

The network has unveiled a clever promo for the network featuring two Los Angeles Lakers players, Pau Gasol and Lamar Odom, that plays off their quest for a third straight championship, or 3D-peat.

ESPN executive Sean Bratches stated that the company has been "very pleased with the rate at which our affiliates" have opted to carry the new third-dimension channel.

Some affiliates, such as Comcast and DirecTV, don't charge for the network, although AT&T and Time Warner Cable have a fee attached.

Coming 3D-casts include the BCS Championship Game Monday and four NBA games this month, two with the LA Lakers, and ample coverage from the Winter X Games.

Sony is the official sponsor of ESPN 3D and advertisers have included Anheuser-Busch, Philips and movie studios. Ads run exclusively in 3D.

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