SES ASTRA, an SES company (Euronext Paris and Luxembourg Stock Exchange: SESG), will launch the 3D demo channel on ASTRA. Following initial testing, the channel will go live on May 4, 2010, in time for the opening of ANGA Cable, the international trade fair for cable broadband in Cologne, Germany.

ASTRA's new 3D demo channel will be available free-to-air via ASTRA's orbital position 23.5 degrees East, and will initially target retailers and installers featuring high quality 3D content including sports, music and entertainment. Many broadcasters which are customers of SES ASTRA have already engaged the new technology and either started first test transmissions or launched regular 3D broadcasting. While British pay-TV operator BSkyB has been broadcasting soccer matches in 3D to pubs and clubs across the U.K. and Ireland since early April, French pay-TV operator Canal+ announced the launch of its first 3D channel in December 2010. Transmission details for the new ASTRA 3D demo channel will be communicated at a later date.