Sony have announced the launch of a new video and music streaming service that will put the company in direct competition with itunes and netflix. Announced on Wednesday at the Internationale Funkaustellung (IFA) trade show in Berlin and due for release in the US and Europe this fall, the service called Qriocity will allow streaming movies and tv shows on PlayStation 3, internet enabled tv sets, media players, HDTVs, Blu-ray players, and of course computers.

The service is expected (like itunes and Apple hardware) to be available only on Sony branded hardware and allows users to watch movies on demand in both high definition and standard definition. Qriocity was announced last year, under the name of Sony Online Services. Besides music and movies, it will also be used to distribute games and e-books, according to Sony.

CEO of Sony,Howard Stringer said that Sony Internet TV will revolutionize the television experience and will be the world’s first true Internet service allowing viewers to simultaneously search and access all of their TV channels as well as internet based tv apps from wherever they watch TV, he said.also hinted at IFA at an upcoming TV service based on Google’s Android-based TV platform, plans for which were announced earlier this year.

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