Broadcaster Sky will launch a new internet TV service called Now TV, giving users access to Sky content on internet-connected devices.
Now TV, which will launch later this year, will give instant access to Sky programming, including films from Sky Movies.
The service will start by hosting movies and will then expand to offer sport and entertainment programming. Shows can be streamed from the service and will include user recommendations and editorial support.
It will be available on a range of devices, including PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs. It will also have no minimum contract – customers can pay monthly or rent a movie on a pay-as-you-go basis.
Sky’s chief executive Jeremy Darrock launched the new service during the opening keynote at the Media Guardian Changing Media Summit in London.
“The launch of a second brand is an exciting opportunity for us and the rationale is very simple,” he said.
"Having two brands will allow us to meet the needs and preferences of different customer segments more effectively.
“We’ll offer two distinctive ways to watch: the market-leading full Sky service for the whole family, complete with the widest range of channels, high quality products like Sky+, HD and Sky Go, and the peace of mind of a monthly bill; or the flexible, more spontaneous, pay-as-you-go service of NOW TV,” he said.
Now TV is set to launch in summer 2012. There has been no word yet in which locations it will be available.