Samsung will work with director James Cameron, whose blockbuster "Avatar" started a 3D wave in the movie industry, to create new 3D content.

Cameron and his Avatar production team will film concerts and music videos featuring South Korean singers managed by SM Entertainment Co. in 3D format, which will be used to market Samsung's 3D TVs, the company said.

Cameron has aleady helped launch Samsung's 3D HD LED TV -- the world's first -- in the United States in March.

Riding on the huge global success of Avatar, TV makers have been increasingly betting on 3D TVs to drive sales growth and larger profits. They bet that the success of 3-D movies such as Avatar to prod consumers to upgrade their TVs to more expensive models enabled with the technology.