The Mirror reports that Sony and the British DVD rental company, LOVEFILM, has joined forces to deliver an on-demand video streaming service for its Bravia TV range.

Furthermore, the service will apparently be "integrated into the XrossMediaBar menus on the new Bravias," suggesting that the service may well be coming to the PS3. US PS3 owners currently have access to the on-demand video streaming service, Netflix, so it does make sense that Sony would team up with the UK equivalent.

Sony has yet to confirm the rumours, but we should hear more later this week. Apparently, LOVEFILM has a big announcement coming up.