Sony is set to launch a new service that’s meant to rival Apple’s iTunes. The announcement was made public Wednesday, September 1 at the IFA Technology Conference fair in Berlin, Germany .

Details are still currently scarce but Sony has announced that this subscription based music and video service is on track for a 2011 launch, with deals with the major record labels and studios all in the pipeline.

The cloud-based service will be available to users via Playstation 3 (PS3), Bravia televisions, Blu-Ray players, Sony branded laptops and desktops.

Why not PSP users when it has undoubtably more users that Sony’s latest generation console? Sony has failed to comment on the question but all fingers point to the rampant piracy on the portable gaming console as the cause.

“Via Qriocity, Sony will deliver a variety of digital entertainment content and services… including video, music, game applications and e-books over time,” said Sony Europe President Fujio Nishida.

The still unnamed service will offer music, and movies for a yet undiclosed subscription cost.