Channel 4 (UK) will air 3D shows and films in the autumn which viewers will be able to watch on standard TVs, while Sainsbury’s will distribute 3D glasses free to customers.

Sky has also planted a flag in the territory with plans to launch its first 3D channel in 2010, while Virgin1 aired a 3D episode of the US comedy-drama Chuck this week.

Channel 4 (UK) hopes its season will attract brands to create 3D ads, and aims to run an entire break of the ads during a Derren Brown special.

‘We have always considered how to use 3D technology to give advertisers extra stand-out,’ says Chris Braithwaite, group manager for strategic sales at Channel 4.

‘The main obstacle has always been the economies of scale with regard to distributing glasses to the viewing public, but now this obstacle has been removed,’ he adds.

Despite its sponsorship of the 3D week, Sainsbury’s has no plans to produce a special ad for the event.

Sky’s 3D technology is already available through its HD set top boxes, but requires a 3D-ready TV set to view it.

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