DIRECTV, Inc. and Panasonic now have a strategic relationship that, for the first time, will bring 3D TV to the largest audience nationwide. Starting in June 2010, millions of DIRECTV HD customers will receive a free software upgrade enabling them to have access to three dedicated 3D channels through their 3D television sets, such as Panasonic's VIERA Full HD 3D TVs.

Panasonic will be the exclusive presenting sponsor of DIRECTV's new HD 3D channels, which will deliver movies, sports and entertainment content from some of the world's most renowned 3D producers. DIRECTV and Panasonic will leverage current relationships with programming partners and movie studios to obtain new and existing 3D content. DIRECTV is currently working with AEG/AEG Digital Media, CBS, Fox Sports/FSN, Golden Boy Promotions, HDNet, MTV, NBC Universal and Turner Broadcasting System, Inc., to develop additional 3D programming that will debut in 2010-2011. The sponsorship will feature Panasonic branding on all DIRECTV 3D channels for a one-year period.