It's still done via the browser, its exactly the same
I read on the EU PS3 forums that while it still runs through the web browser they have updated it so the difference now is that fullscreen video's work much better. They no longer run at 10fps. They've also optimised the iPlayer so everything runs much faster. This will also be the first of many 'on demand' channels so having it's own icon will make more sense when the others come.