LONDON — Richard Branson’s Virgin Media has become the first British TV company to offer a digital 3D service for domestic customers.

The cable company launched its 3D Movies On Demand service Tuesday, which will allow all customers with a 3D-ready set-top box — around 1.2 million households — to access a range of movies and some TV programs. The service is being provided by FilmFlex, the IPTV joint venture between Sony and Disney.

The first pic to be offered is British dance film “StreetDance 3D,” which is available for £5.99 ($9.46) for a 24-hour rental. Further 3D movies will launch over the coming months, including “Garfield’s Pet Force 3D” in October, Disney’s “A Christmas Carol 3D” in November, “Step Up 3D” in December and “Despicable Me 3D” in early 2011.

Cindy Rose, Virgin’s exec director of digital entertainment, said: “As we’ve already seen with the take-up of high-definition programs, viewers are continually looking for new ways to experience their favorite shows.”

Rival U.K. paybox BSkyB will launch Europe’s first 3D TV channel on Oct. 1.