131w ago - Sony UK Marketing Assistant Rose Pickard has announced today that ITV Player and 4oD are now available on the PS3 entertainment system.

To quote: Great News TV Fans: ITV Player and 4oD have joined BBC iPlayer as TV catch-up services on PlayStation 3.

Catch up on great TV with a wide selection of popular ITV Player programmes including Coronation Street, Gossip Girl and Emmerdale on all UK Internet connected PS3's.

Popular 4oD programmes including Peep Show, Hollyoaks and Misfits are also now available.

To start watching, simply connect your PS3 to the Internet, sign into your PSN account and then select the TV icon on the XMB (Xross Media Bar) and opt for the ITV Network triangle or 4oD.

This will take you directly to the service where you can watch popular programmes from the last 30 days, free of charge.

Never miss your favourite programmes with ITV Player and 4oD on PS3.

158w ago - Update: Sony has officially announced the ITV Player will be heading to PS3 today at GamesCom 2010, and will offer new channels including Yahoo 7 (Australia), ITV, Animax and NOS YLE Areena.

Today Made2Game.com (linked above) reports that the ITV Player may be coming to PS3, and ITV are currently in discussions with Sony about the possible launch.

For those unaware, ITV is a public service network of British commercial television broadcasters, set up under the Independent Television Authority (ITA) to provide competition to the BBC.

ITV is the oldest commercial television network in the UK, having begun broadcasting in 1955.

To quote from Telegraph.co.uk:

"ITV is also understood to be in discussions with Sony about launching ITV Player on the PS3 games console, according to the same source. The service would be streamed and advertising supported. It is hoping to launch on this platform also by the beginning of September.

Nintendo's Wii platform will not allow advertising and Microsoft's Xbox does not allow free content as it charges for all web content via its Xbox Live platform."