The launch comes ahead of Sky’s planned 3D TV launch expected on 1 October.
Virgin Media claims it is the first digital TV service to bring 3D TV straight to UK TV screens.
From today (28 September), all Virgin Media TV customers with a 3D-ready set top box, 3D TV and glasses will be able to view 3D On Demand content in their homes.
Virgin Media has also announced an exclusive 3D TV partnership with Samsung Electronics to work together on joint initiatives, showcases and marketing to develop 3D TV.
Virgin Media says the service is “a taste of things to come” and is looking for further 3D content to complement its on-demand service as more customers invest in 3D TVs and content producers make more 3D programmes.
Cindy Rose, executive director of digital entertainment at Virgin Media, says: “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.”
Virgin Media’s 3D Movies On Demand is powered by FilmFlex
3D films available include:
Garfield’s Pet Force 3D (October),
Disney’s A Christmas Carol 3D (November),
Step Up 3D (December) and
Despicable Me 3D (early 2011)