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In a move to challenge Microsoft’s TV entertainment services, which will reach 20 countries, Sony has announced its PlayStation 3 console will be compatible with the video streaming service Quickflix.

Gamers loyal to the PlayStation 3 will have the opportunity to subscribe to Quickflix services, who offer over 50,000 movie titles which are “constantly changing” by the end of 2012.

Traditionally Quickflix facilitated Blu-ray/DVD rentals via mail order, but recently has jumped on the online-streaming bandwagon in a bid to be more competitive.

“Having entered a streaming agreement for Sony Bravia in July, we’re very excited to now extend the partnership to PlayStation via its game console platform,” said Chris Taylor, the Quickflix CEO.

“Over 1.3 million Australian consumers who own an internet connectable PlayStation 3 will have access to Quickflix’s on demand movie streaming service. This is a significant moment in the evolution of IPTV delivered entertainment in Australia and a major development for our company.”

Read: Microsoft Transforms Xbox Into TV Central

Michael Ephraim, the Managing Director of Sony Computer Entertainment, believes the added functionality will help retailers sell more PS3s.

“This exciting agreement with Quickflix will further enhance PS3’s already strong entertainment on demand credentials across TV, games, music and now, an even larger range of movie options,” he said.

“If you love games, and your family loves movies, quite simply there is no better choice of device for your home than PlayStation 3, which is also one of the most highly awarded Blu-Ray players.”

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