DirecTV and RealD have joined the growing number of Los Angeles companies working on 3D television products. The two companies struck a licensing agreement to offer high-definition programming to DirecTV’s subscribers.

RealD is a Beverly Hills provider of 3D technology that until now has primarily been used in movie theaters. Content providers to the El Segundo satellite TV service now will be able to use RealD tools to format their 3D content for theatrical-quality viewing.

DirecTV said it will launch three 3D channels offering movies, sports and entertainment content that will be exclusively sponsored by Panasonic, which makes a line of HD 3D TVs. The sponsorship will feature Panasonic branding on all DirecTV 3D channels for a one-year period.

In June, DirecTV HD customers will start receiving a free software upgrade enabling them to have access to the channels if they have 3D-compatible TV sets. Delivery of the RealD-format content will be compatible with DirecTV’s current HD satellite broadcast and on-demand systems, and work with existing HD set-top boxes, the companies said.

DirecTV said it is working with AEG/AEG Digital Media, CBS, Fox Sports/FSN, Golden Boy Promotions, HDNet, MTV, NBC Universal and Turner Broadcasting System to develop additional 3D programming that will debut this year and in 2011.

The companies made the announcements during the 2010 Consumer Electronics Show in Las Vegas. DirectTV last week launched a Boeing satellite that it said will boost its HD capacity by 50 percent and increase the number of local HD markets it can serve.

DirecTV shares closed up 45 cents, or 1 percent, to $33.87 on the Nasdaq