Sony will today launch the ultimate multimedia experience in Malta – the Playstation Portable – in tandem with the rest of Europe.

The PSP, which will be priced at a competitive Lm125, was unveiled at Pizza Hut in St Julian’s yesterday in a three-brand press conference involving Pepsi Max, Forestals and Pizza Hut itself.

The PSP is not simply a hand-held gaming device – it is a portable cinema system, MP3 player, portable data storage, wireless and is completely PC friendly – one can simply plug it into the PC tower and use it as a storage device.

But perhaps most importantly, the PSP is a test-bed for the all new 1.8GB UMB data disc. If all goes well, Sony is hoping that this new format – which can be used to store films, music, games and many more will replace digital storage discs as we know them today. They are non-recordable at present and are only compatible with the PSP. The memory card that comes with the PSP is a standard XD flash card.

Meanwhile diners enjoying a Pepsi Max at Pizza Hut St Julian’s will have an opportunity to try their skills on the PSP while waiting for their pizza order to be served. Furthermore, they will have the opportunity to participate in a weekly competition to win a PSP.

Food Chain Holdings Ltd general manager Stefania Conte, said: “Pizza Hut is more than just a pizza place for families and friends at an affordable price, but we endeavour to give more value for money to our esteemed customers. Linking Pizza Hut with Sony and Pepsi is, for example, a great way how we put this into practice. There are eight PSPs up for grabs.”

Pepsi brand executive Alison Schembri said: “With every case of Pepsi or Pepsi Max customers will get a coupon that entitles them to a 10 per cent discount from any Pizza Hut restaurants, situated in Valletta, Sliema, St Julian’s, Bugibba and Gallaria Shopping Complex in Fgura, and also a chance to participate in a weekly competition to win a new PlayStation Portable.”

“Diners at Pizza Hut in St Julian’s who opt for a large Pepsi or Pepsi Max will also get a 10 per cent discount off the bill and a chance to compete with other diners for the new PlayStation Portable while waiting for their meal. Moreover, customers will also have the chance to participate in the weekly competition where they are asked ‘Why you should win the new Playstation Portable?’ Every Monday the most creative answer will win,” explained Ms Schembri. The winner will be announced each Monday till 24 October 2005.

Etienne Borg Cardona, director, entertainment division, Forestals Group, explained the latest PlayStation Portable entertainment system. “PSP incorporates the latest cutting-edge technology from Sony to introduce true entertainment on demand. It is set to become a must-have for youngsters and adults alike – the ability to play games, listen to music, store and browse through your photo collection, and watch movies on demand has widespread appeal for the young and not so young.”

“PSP’s wireless capability also makes portable multi-player gaming an exciting reality – the PSP simply detects other PSPs within a 10-metre radius, and up to 16 players can join a multiplayer game in seconds.”

“The PSP launched today comes in a single version value pack containing an added-value package of accessories and entertainment content, including the PSP system with a pouch, 32MB memory stick duo, battery pack, headphones with remote control, AC adaptor, wrist strap, cloth and a video/music/game sampler Universal Media Disc™ (UMD™) including several game demos,” he said.

Asked by this newspaper whether the PSP will be similar to other Sony platforms in that the machine itself is competitively priced, yet software is expensive, Mr Borg Cardona said: “It is expensive software and prices for the PSP will be similar to those for PS2 for new releases. We do not want to make these titles expensive, but the facts are that they simply are,” he said.