All eyes have been on Apple in anticipation of its 'iRadio' music streaming service this week.
But while Pandora's potential rival secures licensing deals with record companies, Pandora itself is increasing its own offerings.
The Oakland company Wednesday launched a new service to improve the way people stream music on television sets. The platform is initially available through Playstation 3 and Xbox 360 consoles' Web browsers.
It's part of the company's push to get their service in as many places as possible, including the living room, according to Tom Conrad, Pandora's chief technology officer and executive vice president of product.
"As consumers embraced flat screen TV’s and home theater speakers, the center of gravity for music in the home shifted from the family stereo to the television," he wrote in a blog post on the company's website.
The system will spread as more vendors bring standards-compliant TVs and set top boxes to market in the coming months, Conrad wrote.
Pandora streaming has been available on TVs through devices such as Roku, TiVo, smart TVs and BluRay players.
Some 10 million customers have listened to Pandora through Internet-connected TVs, Conrad wrote.
This is the latest example of Pandora's efforts to expand its offerings. The company last month debuted a station that lets users listen to certain new albums before their release.
It's also becoming available in more car models.
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