Virgin Media plans to offer 3D content to customers through its on-demand platform, rather than a linear 3D channel. Virgin is currently demonstrating 3D TV at the Ideal Home Show in London.

For the demo expensive ‘active’ glasses have been used which allow customers to purchase cheaper 3D-ready TVs. However, the operator claimed that its on-demand 3D service would also support cheaper ‘passive’ glasses, which require more expensive TVs.

The company said it saw 3D as ‘special occasion’ viewing more suited to on-demand than linear channels.

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