Sky has revealed that 3D TV will be offered to Sky pub subscribers before it is released to the domestic market. Speaking to The Publican, Sky Business's managing director Iain Holden confirmed that 3D would go to pubs first and that they would enjoy a period of exclusivity ahead of other subscribers, although given the experimental nature of the technology he was unable to give an exact launch date.
While existing Sky HD boxes in pubs will not need upgrading for 3D, it is likely there will be an additional charge for the service, and for the screens pubs will need to show it. However, this will probably be kept low given that Sky and screen manufacturers will want to showcase the service to eventually drive domestic sales. The glasses, which could be given away by pubs when customers make a purchase or even branded for particular outlets or promotions, cost a few pence per pair.