Your second link mentions 2011 tv's.

Sony has clinched a deal with the BBC to bring the BBC Sport app to Sony's Entertainment Network, available on 2011 and 2012 connected Bravia TVs and the PS3.

Although the June update only mentions the lastest HX series & EX 553 & 653 series.

I've just tried refreshing the internet content on my KDL-32EX723, but there are no new apps.

Message was edited by: buseng