Two new U.S. 3D television networks were announced on Tuesday as major media firms aim to drive the consumer adoption of 3D televisions to establish new advertising opportunities.

ESPN 3D, a sports cable channel property of the Walt Disney Co., will launch in June with the first game of the 2010 FIFA World Cup. The channel, which was tested for the last two years, will include at least 85 live sporting events in its first year, ESPN said today.

Another channel, not yet named, will be a three-way collaboration between media companies Discovery Communications Corp, IMAX Corp. and Sony Corp of America. No launch date was set. The companies said they had formed a joint venture to develop the network.

The channel will feature programming 24 hours a day, 7 days a week, according to Discovery. Content will include natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children's programming.

The companies behind the three-way venture say in the future they will explore international distribution opportunities in selected markets.

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