Sony is to launch an online service based on the PlayStation Network across multiple hardware products.
The service, which could launch as early as spring next year, will be Sony's attempt to link web-based content to the home TV.
"TV is where we have to win," said head of strategy for Sony's entertainment business Robert Wiesenthal, speaking to CNNmoney. "We can no longer afford to only offer great TVs. Otherwise, we set the stage for someone to become the Google of the TV."
According to the report, the service will make sharing and manipulating content between devices such as TV, camera, and video easier to manage, with premium services and discounts offered to loyal customers.
Partly overseen by Kaz Hirai, newly appointed president of Networked Products and Services, spring could see a soft launch for such a service, with the company keen to take its time perfecting the offering.
"Itís now a matter of what all the services need to look like for each device, and coming up with a roll-out plan," said Hirai. "Itís like city planning here, and we can start small. We donít need to build New York City overnight."
Howard Stringer, CEO of Sony, also hinted that acquisitions wouldn't be out of the question if it was to accelerate the planned service.
Sony's PlayStation Network offers game and movie downloads, as well as access to the PSN Store for sales, VidZone for free music video streaming, Life with PlayStation for news and weather access and Home, the online virtual world.