Juan Pablo Conti ©RapidTVNews | 02-08-2011

ESPN 3D, which just over a year ago officially became the world’s first 3D sports channel, has suddenly been dropped by AT&T.

AT&T is one of the three American carriers that had been offering the service since its launch during the inaugural game of the 2010 World Cup. But unlike the other two operators (DirecTV and Comcast), which included the service free of charge in their respective 3D packages, AT&T was asking subscribers for an extra $10 a month to receive the sports channel.

Unsurprisingly, the fibre-to-the-home (FTTH) service provider is now citing the combined high cost and low demand for the channel as the main reasons for its sudden removal, which took place on 31 July.

The announcement comes only a day after Rapid TV News reported that three in four people in the UK have little or no interest in watching sport in 3D on TV.

AT&T has insisted it remains committed to the technology. In a statement, the company said: “We continue to add new channels and content that our customers want. We offer several 3D titles today in our U-verse Movies library, and we'll look to deliver more 3D channels and content, at a reasonable cost, as more of our customers purchase 3D TVs and tell us that they want it.”