In a surprising endorsement for 3D display technology, Sony Corp. of America, Discovery Communications and IMAX Corp. have announced plans to form a U.S. television network entirely devoted to 3D programming.

In a surprising endorsement for 3D display technology, Sony Corp. of America, Discovery Communications and IMAX Corp. have announced plans to form a U.S. television network entirely devoted to 3D programming.

The three parties have signed a letter of intent to form the unnamed venture, which is scheduled to launch in 2012.

USA Today also reported Monday that ESPN plans its own 3D network, potentially testing the waters for an ABC/Disney 3D network of its own down the line. ESPN 3D will show 80 or so events in 2010, including the World Cup and some NBA and college basketball and football, the paper reported.

The new network is designed as a sort of carrot to lure buyers to purchase 3D-enabled TVs, suddenly a hot topic in the entertainment world. Within the movie theater, 3D technology has offered up a fresh way for directors and cinemas to improve the movie experience; now home electronics manufacturers want a piece of the action, too.

Sony said that it will license television rights to current and future 3D films, plus music- and game-related 3D content. Discovery, meanwhile, will provide 3D rights to its television content while promoting the new channel across its 13 properties. IMAX appears to be supplying image-enhancement and 3D technologies, while doing some cross-promotion across its own theater network.

"Sony is the only company with expertise in every part of the 3D value chain," said Howard Stringer, chairman, chief executive and president of Sony, in a statement. "We are delighted to be partnering with Discovery and IMAX, two premier companies also dedicated to leadership in 3D, in this groundbreaking new venture. It is clear to us that consumers will always migrate to a better and richer entertainment experience, and together we are determined to be the leader in providing that around the world."

In recent weeks, a number of 3D initiatives have taken root; just Monday, for home 3D TVs. That followed an announcement by the HDMI licensing organization to implement a 3D spec across the HDMI connector, and a . Sony has , joining , among others.

The new venture will be run by a separate management team that will work independently from the three companies, yet report to a board of directors staffed from representatives from Sony, IMAX, and Discovery.

Editor's Note: This story was updated at 3:50 PM PT with additional information.