I updated to 3.70 tonight as I'd heard iPlayer was updated, well, after the reboot it, along with 4OD and ITVplayer were all gone.
I read updating PSHome might help so I went into that piece of rubbish, let it update & exited, lo and behold I had TV/Video services option with Lovefilm and an (empty) My Channels option.
Rebooted and...the TV services were gone again, went back into Home, exited and TV/Video services are back again, rebooted and...they're gone until I go into/exit PSHome....
Seems you have to at least install the iPlayer app for it to persist across reboots.
So there you go, you can get it back if you're wondering where its gone, the new iPlayer however (IMO) is a mess although its nice not to have it in a browser anymore
Rob