Back in May, Samsung announced Explore 3D - a 3D video-on-demand app for its Smart TV range - and now it's Sony's turn to get in on the action with the launch of its 3D VOD offering: 3D Experience.
Like Sammy's effort the Sony app gives users of connected TVs (Bravia Internet Video models) free access to a wealth of 3D content including 3D clips and trial content from a wide variety of genres, including movie trailers, music videos, sports highlights, games and documentaries.
In total, there are around 30 titles available for the 3D Explore launch, with 3D highlights from Wimbledon coming soon.
Edd Uzzell, proposition development manager at Sony UK, said: "Sony is committed to creating great 3D experiences by combining the best content with a full HD 3D.
"This free service delivers exclusive content directly to your home via any Bravia 3D TV and straight out of the box. We will continue to work with partners to give our customers access to more great 3D entertainment."
Launching 13 July in six countries (including here in the UK and across the pond) the plan is to extend the service to 3D capable Blu-ray players and Blu-ray home theatre systems in the near future.