Those that queued up for their PlayStation 3 at the Virgin Megastore on Oxford Street had a big surprise waiting for them- a free Sony Bravia TV!

At noon Wednesday Virgin opened the doors for the first people to camp out for the PlayStation 3 system. By 11 PM on Thursday the lineup held over 100 people. At 20 minutes before the PS3 could officially go on sale the crowd was address by Ray Maguire, head of Sony UK, as he stood in front of a large flat screen tv.

"This is a 46-inch Bravia W series. It's an award-winning flat panel," he said. "And do you know what the good news, is guys? I'm going to give you one free." At first the response was rather light as the announcement slowly sank in. When Maguire clarified, "Every single one of you in this queue is going to get one," the crowd responded with whoops and applause. These televisions sell for GBP 2000 so I can understand the initial disbelief.

The first person in the line, 17 year-old Ritatsu Thomas, received his tv on the spot. A total of 125 people were in the line- everyone else will be having their television delivered to them next week. In an interview with gameindusty.biz Maguire said "PlayStation 3 is about the new generation of high definition. There are some people in that queue for whom the HD part is the more difficult part of the equation, and I think it's a way of just saying thank you.

"They've got the best console, and now they've got the best screen."

It was felt by him the launch went extremely well considering the restrictions in place such as not allowing people to line up outside. "People waiting for 36 hours and sleeping overnight is absolutely unbelievable - it shows the affinity people have for the brand, and it's really humbling," he added.