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Subscribers to broadband and TV bundles still regard 3D services as something of "a curiosity", according to an expert.

The format has grown in popularity in recent months and Sky launched its first 3D channel in pubs and clubs across the UK earlier this month.

However, the Chief Executive of set-top box manufacturer Pace, Neil Gaydon, has suggested that the public at large are yet to fully embrace such services, saying 3D is in the same position as high definition was around ten years ago.

Speaking to the Independent, he said that picture quality was an issue that providers are looking to tackle before the format becomes available to households.

He told the newspaper: "3D is only just starting. It will be about providing the full HD 3D experience. That will come through in future generations of these systems."

Sky intends to make its 3D channel available to all subscribers later this year, when 3D-ready TVs are more widely available to consumers.

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