Sony is pushing forward on some new innovative efforts that show the company believes its PlayStation console can be extended to include other devices, with the same name, that push home entertainment activities.

With the launch of Sony PlayStation TV, the company is beginning to push the envelope and put companies like Apple and Amazon, both with similar content devices, on the defensive.

Announced at E3, the PlayStation Vita TV, which was first launched in Japan, is a $100 device that functions as both a media player capable of extending PlayStation 4 onto a television remotely and a gaming platform. Offering both content viewing and gaming in one small device, it could quickly head to the top of the mobile content devices market.

The announcement is likely to continue Sony's push into the online television market, which has been one of the company's strategies.

Sony American President and CEO Shawn Layden has made no secret the company is looking to launch its Internet TV service by the end of the year.

"I believe we talked about bringing it to market in some capacity by the end of this year. I would say we are still on track to do that." Layden said in an interview.

And with the Playstation TV readying itself for launch across the globe, it appears Sony is more than ready to begin the process of rolling out its Internet TV service, even as previous efforts have failed to garner much traction.

Layden said even as the company heads in that direction, it will not be forcing users to switch to a specific device for the service, meaning it is likely to be available on multiple Sony platforms.

"We probably wouldn't throw the switch on all devices on Day One, simply because client management is tricky. When we flip the switch, it will be on the right array of devices to have a meaningful market reaction test. Again, it's a very complicated proposition to tie together. We hope to make more announcements in the future."

The online television market is burgeoning. Companies are viewing this market as one with massive potential for growth. With Sony entering the sector, Apple and Amazon as well as the other smaller content device manufacturers are likely to be forced to rethink their current trajectory.