LAS VEGAS: Television entered a new dimension on Tuesday as US sports broadcaster ESPN said it will show some World Cup soccer matches live from South Africa in 3-D and Japan's Sony teamed up with Discovery and IMAX to launch a 3-D TV network in the United States.

The new "ESPN 3-D" service plans at least 85 live sporting events during its first year, starting with the opening FIFA World Cup match between South Africa and Mexico on June 11, ESPN and ABC Sports president George Bodenheimer said.

Up to 25 World Cup matches will be shown on what ESPN called "the industry's first 3-D television network" along with college basketball, college football and other US domestic sports events.

Electronics giant Sony, Discovery Communications and IMAX Corp. announced meanwhile that they were creating a joint venture to "develop the first 24/7 dedicated 3-D television network" in the United States.

They said the new 3-D network, which is expected to launch next year, will feature "high-quality premium content from genres that are most appealing in 3-D, including natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children's programming."

Sony, Discovery and IMAX said they will be equal partners in the venture aimed at bringing a "high-quality three-dimensional viewing experience to home television audiences."

The dueling announcements came as representatives of leading electronics firms from around the world gathered in Las Vegas for the annual International Consumer Electronics Show (CES).

Japanese and South Korean television manufacturers have been pushing 3-D TV in the home for some time now but its growth has been stunted by a lack of programming, the need to wear special glasses and the high price of 3-D sets.

Last month's release of science fiction blockbuster "Avatar," a 3-D film by "Titanic" director James Cameron, has renewed interest in 3-D, however, and some industry leaders believe the time has come for 3-D TV in the home.

"This will be a meaningful step to drive adoption of 3-D television sets," said ESPN executive vice president of sales and marketing Sean Bratches.

"This is a turning point for 3-D," Consumer Electronics Association (CEA) chief executive Gary Shapiro told USA Today newspaper.

"In 3-D, as with all other technologies, there's slow uptick and then it goes very quickly," said Shawn DuBravac, CEA chief economist and director of research.

According to CEA estimates, nearly 4.3 million 3-D TVs will be sold in 2010 and by 2013 more than 25 percent of all TVs sold will be 3-D.

ESPN's Bodenheimer said ESPN 3-D puts the Walt Disney-owned company "at the forefront of the next big advance for TV viewing."

For the moment, ESPN will just broadcast special live sports events in 3-D while the Sony, Discovery, IMAX deal calls for the creation of a dedicated 3-D channel.

"By partnering with Sony and IMAX on 3D, Discovery will lead the way in revolutionizing the next-generation home viewing experience in the US and around the world," Discovery president and chief executive David Zaslav said.

Sony president and chief executive Sir Howard Stringer called it a "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," Stringer said in a statement.

Discovery, Sony and IMAX said the 3-D network would launch first in the United States and they would eventually "explore international distribution opportunities in selected markets."

Sony announced last month that up to 25 World Cup matches would be filmed in 3-D for the first time using Sony's 3-D professional cameras and shown to fans at official public viewing events in cities around the world.