Panasonic and Sky are providing a welcome masterclass on how to launch a new product.

Quietly make it work, then loudly show it working with people on hand who really know what they are talking about.

Just before Easter, Panasonic took over the entire Air Lyndhurst recording studios in Hampstead to promote 3D. Singer-composer Paul Carrack and his group played live in the main studio, while the press watched in 3D first on a 103in plasma screen next door, and then on 50in and 65in production TVs.

Said Peter van Hooke, the musician who was producing the Paul Carrack performance: "It was a very ambitious thing to do. For instance, running graphics and credits live over the live performance. We were here all night getting it ready. It's bespoke technology."

"We are all on a learning curve," freely admitted Fabrice Estornel, Panasonic's plasma TV product manager, when I asked him about 3D ghosting, which was caused by the pre-production cameras and was much more noticeable on the 103in plasma screen than the 50in and 65in production models.

"The 103in screen is first-generation 3D, the production models are second-generation panels optimised for newer glasses," explained Mr Estornel.

The production screens have faster response times to reduce "crosstalk", which is when the left and right eyes see ghost traces of the wrong image. This is why the shutter glasses provided for viewing the first generation 103in screen would not work with the production TVs.

Brian Lenz, Sky's director of product design and TV product development, was on hand to give a factual update on Sky's plans for 3D broadcasting.

After successful trials at nine pubs, Sky's dedicated 3D channel is now on air on channel 217 and the service "kicked off" on Easter Saturday with the Manchester United versus Chelsea match beamed as an encrypted 3D feed to more than 1,000 pubs and clubs that Sky's installers have been equipping with LG passive polarising TVs.

Sky has now set up a "finder" website where fans can locate their nearest 3D pub for a further five Premier League games and the Coca-Cola Football League play-off finals at Wembley Stadium at the end of May.

Mr Lenz confirmed that all Sky's broadcasts would use the side-by-side format and he explained how Sky would back up his promise that "the consumer doesn't have to worry - our broadcasts are compatible with all 3D TVs, including Panasonic's (which use active shuttering rather than passive polarisation)."

Later this year, Sky will send a software update over the air to all existing Sky HD PVR receivers, which will "teach" the old box how to send out new HDMI Ver 1.4 3D control codes from the existing Ver 1.3 connectors. Until then, owners of 3D TV sets will have to use the on-screen menu options to select side-by-side 3D display. When TVs are fitted with the latest Ver.1.4a connectors, they should automatically recognise side-by-side and top/bottom 3D signals.

"Also our new remote controls will be programmable to send 3D codes," said Mr Lenz. "We want to try and keep things simple."

I have for the past month been asking Sony how its LCD shutter sets will work with Sky's broadcasts.

The first answer I got was that Sony UK "had not tested them". Two weeks later, Sony said: "Sky's service is event-based, rather than a linear 24/7 channel, so if you loaded up 3D content the TV would switch automatically. However, the TV can cope with both top-to-bottom and side-by-side methods of broadcasting, so whichever Sky decides to finally use, the TV will be compatible."

This would be a good trick, but it does not seem to tally with Sky's talk about the initial need for manual menu settings on the TV. I should like to see someone from Sony demonstrate this.

Barry Fox