In what apparently would be Sony’s direct challenge to the Apple iTunes Store, the company Wednesday announced its plans to launch a video and music streaming service called Qriocity.

The Qriocity announcement, which Sony made at the IFA consumer electronics conference in Berlin, also included the disclosure that the service will initially be launched in five European countries this fall.

Noting that Qriocity will offer Sony’s customers “high-quality, cloud-based entertainment experiences across many of Sony’s network-enabled devices,” Kazuo Hirai, president of Sony’s networked products & services group, said in a statement: “Services 'powered by Qriocity' will revolutionize the way that users play, listen, watch, share, communicate, learn, discover, and create their digital entertainment content.”

Sony also revealed that the Qriocity service’s video-on-demand segment, was launched in the US in April, will begin offering hundreds of film titles from a number of studios, including 20th Century Fox Home Entertainment, Paramount Pictures, Lionsgate, Warner Bros., Walt Disney, and Metro-Goldwyn-Mayer Studios.

Though Sony has refrained from disclosing the names of the record labels that will be partnering the company for the music streaming service, it did say that Qriocity will allow users to enjoy music based on their listening preferences. The service, liked Last. fm, will keep a track of what kind of music users listen to on various players, and give recommendations accordingly