BSkyB affirms commitment to 3D programming in wake of BBC deciding to ditch the technology.

BSkyB has reaffirmed its commitment to 3D programming, with a focus on big events, despite broadcasters such as the BBC turning their back on the technology.

Sky 3D director John Cassy said that as of last week more than half a million Sky TV customers had signed up to watch 3D content, its strongest quarter of growth since launch in 2011.

“We recognise that at this stage in its development 3D isn’t for everyday viewing, like on a standard TV channel. This is why we continue to believe it is about focusing on big events where the technology really benefits viewers,” said Cassy.

The move comes after the BBC decided not to renew its two-year 3D programming pilot beyond the end of 2013. BBC science and natural history commissioner Kim Shillinglaw said last week that a Doctor Who anniversary special and Amazon Rainforest series Hidden Kingdom would be its last 3D projects.

It also follows the news last month that Disney-owned sports broadcaster ESPN will stop its 3D service at the end of the year.

“Firstly, 3D has been a great way of helping our customers get move value from their Sky subscription by providing a unique, immersive 3D experience at home for no additional cost,” said Cassy

“This is because - unlike some other providers of 3D programming in the UK or US - we are a platform operator as well as a content producer. This means that a significant proportion of the value of providing great TV in 3D lies in how it helps attract new customers to join Sky, and provide another reason for existing customers to stay with Sky,” he added.

Sky is currently working on its sixth 3D project with Sir David Attenborough, which follows 3D series such as Flying Monsters, and it has also aired 3D movies such as Avengers Assemble, The Amazing Spiderman and Disney’s Brave.

This article first appeared on Broadcast here.