The BBC has once again shown its belief in the mainstream power of games consoles - by relaunching its iPlayer first on PS3.
According to the Beeb, the new player ha been "custom-built for the living room", and will make the iPlayer experience "feel just like TV".
Improvements include a new TV-friendly design, improve search functionality and a new suit of personalisation options - including marking your "favourite" shows, viewing previous search results, and getting right back to the last programme you watched.
The new iPlayer launches initially on PS3 today and will be coming to more TV screens in the coming months.
The BBC said the revamp took iPlayer "beyond catch-up and into a complete connected TV experience".
Daniel Danker, BBC's General Manager, Programmes & On Demand said:
"BBC iPlayer has been tremendously successful. With today's announcement, we're transforming iPlayer in its most natural home: right on the living room TV. By creating a product that's as simple and intuitive as flicking through TV channels, the BBC is bringing on demand television to mainstream audiences across the UK."
"Last week, Ofcom reported that 10% of TV sets sold in the UK are internet ready. But BBC iPlayer is already available on over 300 connected TVs and blu-ray disc players, which has resulted in a 5x growth of iPlayer on TV over the last 6 months alone. At this rate of growth, in the next few years we could well see over half of iPlayer use directly on the living room TV."
BBC data shows that monthly iPlayer programme requests on connected TVs increased more than five-fold from December 2010 to July 2011, growing from 579,000 to 3.1 million.