Sky are to launch a brand new video on-demand offering called Now TV, which will open up their catalogue of shows and movies on pay monthly and pay as you go deals.
Though details are scarce at the moment, Sky's Now TV offering will be a web-based streaming service, and will be available through PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs. It will be the first time Sky's premium content will be available without a long-term contract.
"The launch of a second brand is an exciting opportunity for us and the rationale is very simple. Having two brands will allow us to meet the needs and preferences of different customer segments more effectively," said Sky's chief executive, Jeremy Darroch.
"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.
"Because Now TV will also be 'powered by Sky', customers will still know that it will give them the best, exclusive content and a high quality experience, from a provider they can trust. Either way, we believe we can offer even more customers a product that's just right for them."
The move puts the broadcaster into direct competition with other streaming services, such as Netflix and Lovefilm.
Head over to nowtv.com for more details.