Enabling Lovefilm on Bravia TV

This seems really complicated.

1. Get a lovefilm account that includes streaming of films.
2. Setup a 'Sony Essentials' account online here: https://internet.sony.tv . You'll need to register your Bravia TV, giving the registration code (the 'where is this' link explains how to get this code from your TV).
3. Within Sony Essentials, Navigate to 'Personalised Services', and link to Lovefilm.  This should take you to your lovefilm account (on your PC) where you need to confirm you want to link to that account.

To change the account linked to the TV, you need to access the Sony Essentials account, then unlink Lovefilm, then link to Lovefilm using the new account