PS3 owners will be able to view the broadcasters’ catch-up services, ITV Player and 4oD.
The move comes a month after the launch of a similar service from LoveFilm on the console.
Robin Pembroke, MD of ITV.com, says the rollout is an acceleration of its distribution strategy.
“As awareness of ITV Player grows, so will consumption of ITV’s content on demand,” he says.
Channel 4 is also thought to be pursuing similar deals with Xbox manufacturer Microsoft as part of its online strategy to engage with younger audiences.
Alan Duncan, marketing director for PlayStation in the UK, says launching on the PS3 would lead to a 10% increase in the number of visits to the broadcasters’ VOD players.
Sony reports there are 4m PS3 consoles in the UK and that 80% of owners connect them to the internet.
This story first appeared on newmediaage.co.uk