The first 3D television channel is to be launched in the US by ESPN, the sports network owned by Walt Disney, in a further sign that a technology which has revolutionised Hollywood is heading for the home.

The channel, which will start with live coverage from the football World Cup in South Africa, is the first in a series of forays into 3D by broadcasters banking on the nascent format to spur growth in an industry battered by declining advertising revenues.

The ESPN move comes as Sony, Imax and Discovery Communications unveiled plans for a 3D channel broadcasting films, science programming and children's shows. “It is clear to us that consumers will always migrate to a better and richer entertainment experience,” said Sir Howard Stringer, chief executive of Sony.