Virgin Radio has become the first UK brand to launch its services on console today, by offering its music channels on PS3 and Wii web-browsers.
Xtreme, Classic Rock, and Groove will all sit alongside Virgin Radio, as will the ability to buy concert tickets, CDs and downloadable tracks. Add to that the chance to play music videos, and you can see why the company is flaunting the muscle of its Virgin Radio Player.
However, not all is bright and sunny, as you won't actually be able to play games whilst listening to the station - according to mad.co.uk.
It's all part of Virgin's attempt to get hold of the younger generation, who it feels now use consoles as their main media hub.
So, it's one step further for console revolution, we'd like to think - though the Xbox 360's lack of browser means it finds itself left out of the fun.