Sky has announced Now TV, a new pay as you go internet TV service that will offer access to content on a range of connected devices including games consoles.
The "new brand" was revealed this morning by Sky's chief executive, Jeremy Darroch, during his opening keynote at the Media Guardian Changing Media Summit in London.
Set to launch this summer, it'll provide instant access to "some of Sky's most popular content". This will begin with films from Sky Movies before the service expands to offer sport and entertainment "soon afterwards".
Sky said Now TV will support flexible pricing with no install or minimum contract. "Customers will be able to choose from a variety of pricing options. For example, people will be able to pay monthly for unlimited access to Sky Movies or rent a single movie on a simple, pay as you go basis."
Offering a distinctive look and identity that stands out from the existing Sky TV service, Now TV will roll out across internet connected devices including PCs, Macs, laptops, tablets, mobile phones, games consoles and TVs.
Darroch said: "As the quality of the TV experience over broadband has improved, people have become more willing to consume content in different ways. Today, we know that around 13 million homes don't yet take pay TV from any provider. So we can reach out to them and offer them another way to access and watch our content.
"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."