The Avatar Effect: 3D entertainment is expected to be a hot topic at this week's 2010 Consumer Electronics Show, even more so with today's announcement of a new 3D television channel venture formed by Discovery, Sony, and Imax. Also today, an announcement that Disney sports division ESPN plans to launch a 3D sports channel this summer. ESPN's 3D launch is timed to coincide with the World Cup in South Africa, and at first only live sporting events will be offered in 3D.