Panasonic’s n3D channel on DirecTV is getting what is likely one last blast of programming from the electronics giant with 3D coverage of the 2012 Olympics .
Since launching the network two years ago this month, in July 2010, Panasonic has plowed well in excess of $20 million into programming production and some marketing, according to sources. But, like most 3D channels that followed, it has failed to gain much traction.
Panasonic execs were displeased with the lack of what they view as complementary marketing of n3D by DirecTV, and have therefore began greatly scaling back their support of the network last year. DirecTV suspended programming on the channel earlier this summer but is touting the programming of new Guitar Center Sessions episodes to begin Monday (Carolina Liar) and has a Celebrity Beach Bowl Concert schedule Monday featuring Maroon 5 and The Fray.
Insiders say Panasonic will officially pull the plug on its commitment to n3D when its contract expires shortly after the Olympics in August/September.
Opening ceremonies are listed as being broadcast on tape-delay beginning Saturday at 2 a.m.
— By Scott Hettrick