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Sony qicks off Qriocity streaming service

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God save us from the branding 'specialists' who came up with "Qriocity", the name Sony has selected for its movie streaming service, which is now live in the UK.

Qriocity is, of course, intended to be pronounced 'curiosity', which is a daft enough name for a video-on-demand service even when it's spelled correctly. It's a word that can't be trademarked though, hence the Q to gain the all-important ™

Still, it could come back to bite Sony on the bum. How many punters, we wonder, will enunciate it as 'queeriocity' and be amazed that their Blu-ray box has gained a gay pr0n channel?

But we digress. Suffice it to say that said players and internet-enabled Bravia tellies can now be used to rent flicks from loads of big-name and independent film distributors. Content will come in SD and HD.

After renting a film, viewers have up to 14 days to start watching it. Once playback has started, they have 48 hours to finish off. SD rental prices start at £2.49 for old stuff and £3.49 for new releases. You'll pay a pound on top of those figures for HD versions. ®

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