Sony today announced the Go! branded Video Download Service for PSPs. The service is a joint venture with British Sky Broadcasting (Sky) to offer PSP (PlayStation Portable) owners in the UK and Ireland the ability to watch video on demand and on the move.

The service will not be a direct competitor to open Internet video options, but will be a mobile on-demand video service.

The Go! service will launch in early 2008, and will be the first official PSP video download service in Europe. The choice of programs available will include a diverse mix of Sky content, spanning sports, entertainment, movies, music and animation. In addition to a selection of some of the best content from its own channels, Sky plans to work with third-party channel brands and content owners to create an even more comprehensive service.

Customers will be able to download their choice of programs direct to their PSP via a Wi-Fi connection or, alternatively, transfer content that they’ve downloaded to their PC.

As the content and technology partner in the venture, Sky will provide content and develop a user interface which is specifically tailored for the PSP’s broad audience. This content will also draw upon the high-quality screen experience offered by the portable device. In building on this tailored content, SCEE will use its marketing expertise to reach out to PSP owners and launch the new brand.

“Both truly mobile and with a best in class high-quality screen, PSP delivers a great on-the-move video experience”, commented David Reeves, President of Sony Computer Entertainment Europe.

James Murdoch, Chief Executive Officer, BSkyB, adds: ‚ÄúThe quality of the PSP’s screen and its substantial reach among 2 million users in the UK and Ireland makes it a natural extension to our multi-platform strategy.‚Äù