582672864 bad546082c z 260x195 ITV and Channel 4 to launch on PlayStation 3 this weekThe Guardian is reporting on a new content partnership between Sony and UK broadcasters ITV and Channel 4, allowing PlayStation 3 console owners to be able to stream shows such as The Inbetweeners and Emmerdale via the internet.

Shows will be available via the respective channels’ catch-up TV services ITV Player and 4OD, launching this week as the first commercial television content that can be accessed and viewed via the Playstation 3 console. The move follows that of UK film service LoveFilm which launched on the console last month.

ITV and Channel 4 aren’t the first broadcasters to make their content available via the console, the BBC launched its iPlayer service last year. ITV has reassessed its digital strategy, making shows available via a number of different services. The company reportedly rejected content deals with US companies YouTube and Hulu, focusing on delivering its content via UK-based services in the UK hosted by Virgin Media, BT Vision and in the near future, Freesat.

With about 4 million PS3 consoles in the UK and 80% of them connected to its gaming and content service, Alan Duncan, Marketing Director for PlayStation in the UK believes both channels will see an incremental increase in traffic of about 10% from users watching shows via their Playstation consoles.

Sony aims to help publicise new content via email marketing, posting to its PlayStation blogs and advertising directly on the console itself. Next year, the company is expected to launch a new advertising campaign and a TV sponsorship deal to further promote the PS3 media capabilities also.