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The Disney owned network, ESPN, has convinced three major advertisers to produce expensive 3-D commercials for its new sports channel which airs Friday with the 2010 World Cup broadcast.

Proctor & Gamble Co., Sony Corp. and Disney's Pixar will all experiment with ads on the new 3-D sports channel.

3-D ads are costly (ranging from $500k to $1 million a pop) and time-consuming to make plus there are few companies skilled enough to create them.