PlayStation 3 gearing up to start streaming ITV, Channel 4 in U.K.

Sony's PlayStation 3 is moving more to the set-top box form and away from gaming altogether. Owners of the PS3 in the U.K. will soon be able to start streaming ITV and Channel 4 content from the console.

Sony's PlayStation 3 is moving more to the set-top box form and away from gaming altogether. Owners of the PS3 in the U.K. will soon be able to start streaming ITV and Channel 4 content from the console.

According to The Guardian, ITV has already turned down deals with Hulu and YouTube, and Channel 4 hasn't confirmed anything about also committing to Microsoft's Xbox. On that side of the pond, BBC iPlayer is already available to stream on the PS3 (as well as on Nintendo Wii).

All of this points towards a shift from commercial TV being available only for streaming from websites (and sometimes on-demand services). Commercial networks are realizing the opportunity that the PS3 and other Internet-connected gaming consoles presents: another way to get people to watch their programming. I'd be happy to put up with the same 30-second advertisements I see on NBC.com if that meant I could stream new episodes of The Office from my gaming console. Even if there is a one-day delay, I'll take it.