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Research in Motion (RIM) is looking to challenge the likes of iTunes and Google Play, by offering music, movie and television downloads from newly renamed BlackBerry World store for BlackBerry 10.

RIM will unveil the next-gen BlackBerry 10 OS this week, and has also dropped ‘App’ from the name of its BlackBerry World web store, to indicate that BlackBerry mobile phone users will soon be able to download the latest music, movies and television episodes on the go.

In a press release, RIM announced that the new BlackBerry World ‘will include an extensive catalogue of songs as well as movies and TV shows, with most movies coming to the store the same day they are released on DVD, and next day availability on many current TV series.

If youre thinking itll be a handful of networks and studios then think again as RIM has convinced the likes of Sony Pictures, Warner Bros, 20th Century Fox, Lionsgate, Universal, STUDIOCANAL, BBC, NBC Universal, ABC Studios and the list continues.

Movie downloads will initially be restricted to the United States, United Kingdom and Canada, while the DRM-free music section will be available in no fewer than 18 countries, including: Canada, United States, United Kingdom, Argentina, Brazil, Columbia, Mexico, France, Germany, Italy, Netherlands, South Africa, Spain, Australia, India, Malaysia, New Zealand and Singapore.

RIM is also lowering the cost of the cheapest application price tier on BlackBerry World, in order to make applications more attractive to users. The first wave of RIMs planned changes will update the British Pound and Euro currencies, with the lowest price tier in the U.K. changing from £1 to £0.75.

Full details of the new-look BlackBerry World are expected to be released at the BlackBerry 10 unveiling on Wednesday, at which RIM will introduce an all-touch smartphone, and another model with a touchscreen and a physical QWERTY keyboard, both optimised for BB10.

The all-touch model, reportedly called the BlackBerry Z10, has been subject to a number of internet rumours, with plenty of leaked images, videos and specifications, and is expected to have a 4.2-inch screen with a resolution of 1280 by 768 pixels, and an 8-megapixel camera.

The premiere BlackBerry 10 launch event will take place in New York, at around 15:00GMT, but RIM is also organising events in Toronto, London, Paris, Johannesburg and Dubai.