Sony, Discovery Communications, and IMAX announced Tuesday that they had formed a joint venture to create the first cable/satellite TV channel devoted exclusively to 3D content. The companies did not announce a target date for the launch but said that its goal was to drive consumer adoption of 3D televisions and establish a "long-term leadership in the 3D home marketplace." In a separate announcement, ESPN announced plans on Tuesday to show World Cup soccer matches and NBA games in 3D on a separate channel beginning in June. Some analysts expressed skepticism of the moves. An article in the Los Angeles Times about the new moves was headined, "3D TV Is Coming, But Will Anyone Watch?" Some saw the push for 3D technology as a marketing ploy. "3D is an effort by the industry to come up with something that will motivate consumers to trade up," Van Baker, an analyst at Gartner Research, told today's (Wednesday) New York Times. The 3D technology, several reports observed, is not compatible with existing television sets and will require expensive glasses for each viewer. But Richard Doherty, analyst with Envisioneering Group, told Reuters that he believes one household in 30 may embrace the technology by the end of this year, and up to 20 percent by 2015.