I hooked up the TV to the internet for the first time yesterday.
I am receing YouTube, Detche Welle, etc fine - but no BBC i-Player.

It states "TV needs software update for that service. Make sure I have automatic updates ON"

Well they are ON.
Is this update via internet or off-air ?
Is there a way to force it to happen ?

Thanks.

My 40EX503 updated automatically.

The option to do a manual update is Home > Settings > Refresh Internet Content

Done as you suggest, but still no I-Player.
Thanks for the suggestion though.

If you check on the Sony website there's a software update you can download, along with instructions. It's faster than waiting for a download.

http://support.sony-europe.com/tvhc/...&m=KDL-32EX503

Over the air downloads aren't continuous, they come and go for different brands/models. Keep a regular check here

http://www.dtg.org.uk/industry/download_schedule.php

for your model.

Or, as Nigel said, check the Sony website for updates.
I don't know about your model, if it has a usb slot you can usually download the the latest firmware from the manufacturer's website and update your tv via a usb stick.

Thanks for all the tips, BUT:

Software successfully updated from Sony website via USB stick - and confirmed version number in "system information, product support"

Result: BBC i-player still tells me "TV needs software update".

I wonder if this is just me.

Eureka !
Posted for the benefit of others with same issue.

The solution is:
1. FIRST: update the software with USB stick from Sony website
2. THEN: home, settings, network, refresh internet content.

Thanks to all.

Keep Set connected to internet as software is downloaded overnight they dont seem to do over air updates for internet ranges. I have two Sony sets and found one connected to net allways had latest software as soon as connected other set it was updated overnight to latest software so now both sets are online all time handy for BBCi player and Utube .