Sony is the latest media firm to embrace the Web 2.0 revolution, with the company announcing a new video sharing service this week.The eyeVio service, which launches in Japan this week, is designed to rival YouTube.
Sony CEO Harold Stringer described the innovation as "part of Sony's quiet software revolution".
"It's an opportunity to transmit user-generated video anywhere you want to, anytime to anybody, in a protected environment," Mr Stringer said.
The company, which also produces Hollywood blockbusters, said that it would monitor user-uploaded content more closely than YouTube currently does.
YouTube, which is owned by Google, is currently the subject of a $1 billion breach-of-copyright lawsuit.
With tighter control of restricted content, Sony hopes that advertisers and filmmakers will feel more secure to release their work on eyeVio than on YouTube.
Sony spokesman Takeshi Honma argued that there is "a need for a clean and safe place where companies can place their advertisements".
Vloggers may also feel easier about placing their deepest inner thoughts on a site where they can control who watches their work and for how long.
YouTube is not, however, the only competition eyeVio will have to overcome.
At the recent Web 2.0 expo in California, Bill Tancer of Netwise named online video site Veoh as one of the top five internet sites most likely to break through into the wider popular consciousness.
