The 3d will be not be a traditional broadcast and the consumer will not be able to watch this by subscribing to it at home.

The broadcast will be in sellected cities around the world and unfortunately Malaysia is not part of it.

Some games will be sent live to some 3D theatres and you would need to go there to watch it.

However they are recording a lot of games in 3D for later release on Bluray.

there is a lot of info on line about it
google "World Cup 3D" and "World Cup Fan Fest"

3D has been around for a long time.
Alfred Hitchcock even shot Dial M for Murder in 3D back in the late 50's or early 60's.

There are 3D experiments in japan that have 3D without glasses.

The new 1.4 HDMI 3D is a newer HD 3D format. There are lots of ways to do 3D on TV & film. The old red and green glasses will work even on a SD broadcast. i remember in Australia over 20 years ago a 3 stooges movie playing on Ch 9 and we all went and got the cardboard glasses to watch it at home on our SD tvs.

even you tube is doing 3D
http://www.youtube.com/watch?v=6RFuRY7azgA&feature=related

notice the option under the player for "3d style"