For the last few months, Sony and its partners, Discovery and IMAX, have been working away at a 3D channel. This is of course different then the current offerings from ESPN who broadcasted the World Cup 2010 in 3D, as well as their upcoming coverage of the NFL in 3D. Instead, this new venture is designed to offer 3D content all the time. That means 24/7 3D for those who own able sets.

On Monday, Sony announced that Julia Rao, a former executive at Discovery Channel, will serve as chief financial officer. Mark Ringwald from the AmericanLife TV Network will be director of scheduling and acquisitions. Although to the public the following might not be too exciting, this shows that Sony is indeed serious about this new venture of theirs and that there is a lot of work being done behind the scenes to make sure the channel gets ready for its 2011 launch date.

 “Julia and Mark bring extensive industry experience and incredible enthusiasm to our fast-growing 3D team,” said Tom Cosgrove, president and CEO of the joint venture. “By leveraging the unmatched strength and expertise of Sony, Discovery and IMAX, we will establish this network as a leader in 3D with the most extensive library of original and exclusive high-quality 3D content available anywhere.”