Grrrrrr: Cuddly Puppies Square Off in 3D for the 2011 Puppy Bowl

Grrrrrr: Cuddly Puppies Square Off in 3D for the 2011 Puppy Bowl

All this talk about cheese and terrible towels have you feeling a little queasy? Comfort yourself with man’s best friend.

Puppy Bowl VII kicks off on the Discovery Channel this afternoon from 3-5 p.m. EST.

According to the Discovery Channel, for the first time in PUPPY BOWL history, all the action will broadcast in a “stunning native 3-D version that will premiere on ‘3net’ – the new 3-D network joint venture of Discovery Communications, Sony and IMAX.”

The annual dog-iron battle will also feature some innovative new “puppy cam” technology, which promises to bring viewers face to paw with the sheer cuteality (sorry) of the heated battle.

Puppy Bowl referee Andrew Schechter underscored the seriousness of the annual war pitting puppies against puppies in a struggle to become King of the K9s.

“Puppies are my life. But when I’m on the field, I’m there to referee and call plays fairly regardless of my personal puppy preference,” says Andrew Schechter. “It takes a strong man to maintain composure when you’re surrounded by some of the cutest pups in the business.”

Watch a Puppy Bowl Preview: