Sony Computer Entertainment is believed to have held discussions with various content providers in Australia, as well as Telstra’s BigPond, with a view to carrying their content on its new PS3 content network, which users will also be able to access via a Sony Bravia TV with Internet connectivity.

Sony insiders have also told SmartHouse that the company has held talks with IceTV, with a view to delivering a brand new electronic program guide that will also allow metadata on movies and music to be delivered to a PS3 console.

Sony has also held talks with Foxtel with a view to delivering a subscription service on its content network.

Globally, Sony is banking on its new content network appealing to consumers, with several new services set to be launched in conjunction with the launch of a major Soccer World Cup marketing campaign in June 2010.

In Hong Kong last week, PCCW said that it plans to distribute its pay-television service via Sony PlayStation 3 video game consoles.

PCCW may start offering its Now TV service to users of PS3 consoles in the first quarter, the carrier said. The service will be enabled by an application that can be downloaded from PlayStation’s Web site, it said.

Currently Sony is diversifying its PlayStation video-game division into other entertainment services to lure users against competition from rival game consoles, including Nintendo Co.’s Wii and the Xbox 360. It will also face a content war with Samsung and fellow Japanese competitor Panasonic.