Sky 3D as we know it will soon be no more. The 3D broadcast channel will become on-demand only from June, Sky has announced.
The channel has been broadcasting a range of 3D content – including documentaries by Sir David Attenborough and Hollywood blockbusters like 'Avatar' – since launching in 2010.
However, Sky was keen to stress this won't harm the quality of the output.
"From the latest 3D movie premieres like 'Guardians of the Galaxy', 'X-Men Days of Future Past' and 'Dawn of the Planet of the Apes', to the very best in natural history with documentaries like 'Natural History Museum Alive', it will all be ready and waiting for our customers to view whenever it suits them," Luke Bradley-Jones, Sky's brand director of TV products, said in a blog post.
Sky says this is to bolster its on-demand offerings, but a cynic would say that it proves 3D was a fad.
Sky hasn't shared viewing figures for Sky 3D, but the fact you have to wear glasses put people off engaging with the third dimension.
Sky's on-demand platform has been a huge success. More than 300 million films and TV shows were downloaded from Sky On Demand in the last three months – that's 63 per cent more than the same period last year.