Sony's just confirmed the much-rumoured arrival of a LOVEFiLM application for the PlayStation 3.
LOVEFiLM is a subscription film service that's proved popular in the UK over recent years.
Those on LOVEFiLM subscription packages of £5.99 or above will be able to stream "the UK's largest choice of subscription titles" directly to their tellys through their consoles.
LOVEFiLM currently enjoys 1.4 million subscribers. The deal will see it enter into PS3's three million UK households, Sony said.
"The LOVEFiLM service will become available on the XMB (Xross Media Bar) on all internet-connected PS3s, providing most members of LOVEFiLM on subscription packages access to thousands of titles from major studios and independents, streamed instantly to their TV via their PS3, in addition to the rental by post services," reads the official blurb.
LOVEFiLM will offer PS3 users who are not already LOVEFiLM subscribers "exclusive incentives to join the service, including free trials".
"We know there is a huge interest within our audience for film, and so the addition of LOVEFiLM to our current range of services is a very natural fit and one which significantly enhances the value proposition of PlayStation 3," said Ray Maguire, MD of Sony Computer Entertainment UK.
"LOVEFiLM has a proven track record of success and innovation in the film distribution field and is a very welcome addition to the PlayStation family that I'm confident PlayStation gamers will embrace enthusiastically."
The news comes as no surprise. On Monday a video posted on the PS3 YouTube channel revealing the application and an autumn release window was withdrawn.
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