Virgin Media has announced that it is hot on the heels of Sky's 3D channel, with the launch of its own 3D platform - 3D Movies on Demand. In fact, it's more than hot on the heels, it has just pipped its rival to the post - albeit with just one movie for now.

The service, which is powered by FilmFlex and is live now, lets anyone with a Virgin HD or HD+ box and a 3DTV watch 3D movies in their living room.

The first offering is StreetDance 3D, which is available for 24 hours for £5.99 - and there are more titles coming soon including Garfield’s Pet Force 3D, Disney’s A Christmas Carol 3D, Step Up 3D, and Despicable Me 3D.

Cindy Rose, executive director of digital entertainment at Virgin Media, said:

"We’re really excited to bring a taste of 3D to our customers in the comfort of their own homes. As we’ve already seen with the take-up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows, and with the addition of 3D On Demand, they will be able to watch eye-popping movies whenever they want".

Virgin Media has also announced that it is in cahoots with Samsung for future 3D offerings. For now, expect to see Samsung 3DTV's showing off content in Virgin Media stores with, hopefully, more exiting plans planned for the future.