Sky TV last night outlined its vision for 3D, insisting collaboration between the television and games industries plus hardware manufacturers would drive uptake of the new standard, launching later this year.

Speaking at a Sky-sponsored event at BAFTA in central London, Sky Arts channel director John Cassy argued that, unlike the advent of HD there was "no format war" with 3D, with "everyone behind it this time – games makers, broadcasters, producers and manufacturers".

Responding to a question from GamesIndustry.biz on whether Sky would be targeting gamers as key early adopters of the new technology, Stuart Murphy, director of programming for Sky 1 HD, Sky 1, 2 and 3, hailed the firm's existing relationship with Microsoft – with Sky Player available to Xbox users – and suggested Sky would be keen on "working super-closely with the games industry", though the broadcaster had "yet to work out" its strategy.

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