Sony is attempting to turn up the heat in its battle with Apple by launching software that transfers digital audio and video onto its Playstation Portable games consoles via USB 2.0.

Once installed on a PC the PSP Media Manager software looks for relevant content for use on the PSP, including formats not supported by the handheld which it can transcode.

The software will also copy music downloaded from Sony's Connect online music store.

PSP Media Manager lets users transfer music, movies and photos between their PC and PSP, and even allows for automatic updating via RSS feeds, taking care of various podcasts, video blogs and PSP-formatted content.

The software supports a multitude of file types, including jpeg, wav, wma, avi, mp3, mp4 and mpeg, and features a back-up function to avoid file loss.

Once the file has been dragged into the Media Manager the conversion to a PSP compatible media format is carried out automatically.

A downloadable version of the Media Manager is available for $19.95 from here. 

A boxed version, which will include a 6ft USB 2.0 cable, sample media and five free song downloads, will be available to order online at Sony Media Software or Sony Style from December priced at $29.95. It has not officially been launched in the UK.

Sony claims to have sold 10 million PSPs to date.