PlayStation 3 users will be able to watch shows such as Coronation Street and The Inbetweeners, after ITV and Channel 4 revealed they will make their online catch-up services available through the games console.
Access to ITV Player and 4oD is expected to be made available to PlayStation 3 users this week. The two broadcasters are following in the footsteps of the BBC, which has already made its iPlayer catch-up service available through the games console.
According to Sony there are four million PS3s in use in the UK, and 80 percent of those are used to access online TV and film services such as iPlayer or LoveFilm.
Until now, ITV Player has only been available online and through Virgin Media's TV service and BT Vision.
"There is a compelling story to tell about the PS3 that goes far beyond gaming," Allan Duncan, marketing director for PlayStation in the UK, told The Guardian.
"It is about changing people's attitudes to the PS3 as a platform, to view it as a much broader entertainment device."
See also: LoveFilm finally hits PS3