Trying to challenge the mighty Apple TV, Sony is planning on building its own version. The company's Electronics chief Stan Glasgow had a tête-à-tête with Gizmodo wherein their plans were revealed. Stan said that his company is "working very hard" on such a device. But he adds that it would not essentially be tied to the BRAVIA Internet Link feature from the company's HDTV sets that enables users browse a narrow range of content without a dedicated computer or media device. He also hinted that access to the PlayStation Network will spread "over the next year" to other devices besides game consoles and may not be limited to gaming-related content. Albeit most of the energies would be still dedicated towards Blu-Ray though whether an Apple-like media hub would include it has not been mentioned. The company doesn't have any issues with the end of HD DVD and expects a dedicated Blu-ray player to sell for $299 by the end of 2008.

"Next year $200 could happen," Glasgow says, also predicting that 2009 is when mass adoption will take place. Stan Glasgow also suggests that the PlayStation 3 will continue evolve during its lifetime, receiving storage upgrades and other feature updates as technology advances.

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