Free HD TVs handed out at PS3 launch

As the clock struck midnight, Virgin Megastore and Sony officially launched the PlayStation 3 in Oxford Steet and celebrated the event by giving away large screen TVs to eager fans.

The firm, which currently trails behind Microsoft and Nintendo in sales of next generation consoles, welcomed more than 100 gamers who had waited to be the first to get their hands on the new machine.

During the launch, Sony surprised everyone who bought a PlayStation 3 by awarding them with a free 46-inch HD television and a free taxi ride home.

At the front of the queue, 17 year-old Ritatsu Thomas told BBC News, "I feel fantastic. I'm delighted that everyone here also gets a television."

In total, the giveaway amounted to £250,000 worth of televisions. Ray Maguire, head of Sony Computer Entertainment, said, "High definition is very important to people. A lot of people have bought flat panel TVs and they want content to go on it and PlayStation 3 is one of the few places they can get that kind of experience."

Maguire added, "the TV giveaway in the UK was a reward for gamers' patience."