The channel — which will start with live coverage of the World Cup in South Africa this year — is the first of several forays into 3-D. Broadcasters are banking on the format to spur growth in an industry battered by declining advertising revenues. And yes, viewers will have to wear those dorky 3-D glasses.

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STEVE INSKEEP, host:

Now let's turn now to an effort to make television jump off the screen, or drag you into it. Our last word in business today is the third dimension. The sports broadcasting giant ESPN will unveil the industry's first-ever 3-D channel. The channel, which will start with live coverage of the World Cup in South Africa this year, is the first of several forays into 3-D, we're told. Broadcasters are banking on the format to spur growth in an industry battered by declining advertising revenues. And yes, if youre watching this at home, you will have to sit there wearing those dorky 3-D glasses.

And that's the business news on MORNING EDITION from NPR News. I'm Steve Inskeep.

MADELEINE BRAND, host:

And I'm Madeleine Brand.

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