Boosting the ability for its connected TVs to be able to access the latest on-demand TV services, Samsung UK has launched a new 3D TV app and has added UK broadcaster Five as the latest partner for its Smart TV app store.

First announced in April 2011 and claimed to be the first free 3D VOD service in the UK, the Explore 3D programme will aims to address a key gating factor for 3D development, that is the lack of compelling content. The new service comprises free 3D HD clips and films including trailers, music videos and full feature documentaries. It will also include ten IMAX Theatre films which were previously only available for home use via Blu–ray. Samsung will add further content to match what it expects will be a growing demand for 3D content from its Smart TV customers. The Explore 3D service will run on six of the leading Samsung available in the UK.

Speaking to leading broadsheet newspaper The Daily Telegraph, Andy Griffiths, VP for consumer electronics, Samsung UK said: "The demand for 3D is growing rapidly, but only a handful of channels are providing content. Samsung has led the 3D LED TV market since it launched last year, and the roll-out of our 3D video-on-demand service demonstrates our commitment to accelerating its growth. We believe that in the near future every viewer will have access to 3D content in the comfort of their own living room through a Smart TV. We will therefore continue to develop our Smart TV offering in order to provide consumers with the best viewing experience possible."

The deal with Five is the latest in a new range of partners including broadcasters, retailers and holiday companies for the Samsung Smart TV platform. The new app will allow Samsung Smart TV users to access Five on Demand via an app specially design for the TV and catch up on programmes from the full Channel Five offerings including ‘Neighbours’, ‘Home & Away’, and ‘The Hotel Inspector’. Five’s content will join that of other partners such as LOVEFiLM, BBC iPlayer, YouTube, Blinkbox,, PictureBox, Facebook and Twitter.

Added Griffiths: “Our new partnership with Five is the latest in our commitment to deliver unique new experiences to our consumers whilst maintaining Samsung’s core values of industry leading premium picture quality and revolutionary product design. By leading the development of the new Smart TV category in the UK, Samsung will once again transform the TV viewing experience to the benefit of consumers, developers, and retailers.”