ITV is in discussions with Sony regarding launching ITV Player on the PS3.

That's accorind to a 'senior TV executive close to ITV' who, although mainly talking about smartphones as a platform said, "ITV is trying to get its content onto every platform."

He or she said: "Viewers are consuming content on a range of platforms to suit their lifestyles so we want to make our content available when and where consumers want to watch it," he said. "We are considering options for this as part of our ongoing strategic review."

Supposedly, the service will be streamed through the PlayStation 3 and funded by advertising.

It's looking like it'd be a PS3 exclusive as well; The Nintendo Wii doesn't allow advertising and the Xbox 360 doesn't allow free content.

Of course the PS3 and Wii already have iPlayer and a campaign kicked off in May to get the service on the 360. There's still the old 'no free web content' stumbling block though.