Sony's video-on-demand movie service, Qriocity, has been launched officially across Europe and in the UK.

The pay per view movie streaming service is available via Sony's new TVs as well as Blu-ray player models. However, Play Station 3 owners will not be able to avail the service.

The service can be found under the Qirocity icon on the cross media bar on the main menu.

Users can browse, search, preview and pick movies with a single click, using products' remote control. The service will also include music streaming, games and e-books in the next few months.

Sony Pictures, Lionsgate, MGM, Starz, Paramount and Disney are some of the channels that are participating in the service. Qriocity offers both movies in standard as well as high definition.

After renting a movie, one will have up to 14 days to watch it. Once playback starts, one will have 48 hours to view the movie for as many times as he/she likes.

As for pricing, standard definition content will begin at £2.49 for older movies and £3.49 for newly released movies, while high definition movies will cost £1 more.