Millions of gamers will be able to access the BBC iPlayer through their televisions from today.
The corporation has launched a new version of the on-demand service that will be available on television screens through Sony's PlayStation 3.
The BBC's general manager for programmes and on demand, Daniel Danker, said: "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."
The BBC is expected to roll out the service to other devices in the coming months and Mr Danker said he expected half of all iPlayer use would be "directly on the living room TV" in the next few years.
The BBC said the new version had "a TV-friendly design" and a "personalised" service that allows viewers to choose their favourite programmes.
More than four million PS3's have been sold in the UK since the product was launched in 2007.