MUMBAI: Discovery Communications has joined forces with IMAX and Sony for a 3D network that is slated to launch in the US in the beginning of 2011.

All the three entities will be equal partners in the joint venture that will deliver 3D programming from the natural history, space, exploration, adventure, engineering, science and technology, movie and kids‘ genres, drawing from the libraries of its three owners, as well as from third-party providers. 
 
While Discovery would provide network services including affiliate sales and technical support functions as well as 3D television rights to Discovery content and cross-promotion across its portfolio of 13 US television networks, Sony will provide advertising/sponsorship sales support and will seek to license television rights to current and future 3D feature films, music-related 3D content and game-related 3D content.

IMAX will also license television rights of future 3D films, promote through its owned-and-operated movie theatres across the US and a suite of proprietary and patented image enhancement and 3D technologies. 
 
Day-to-day management will be handled by a separate staff-a search has begun for a general manager-reporting to a board of directors comprising members from each of the three companies.