Sky is taking a radical shift in strategy with the deployment of a new IPTV service which is due out at some point in the summer.
It’s called Now TV, and the basic idea is that you don’t have to fork out for a monthly subscription. Rather, you can pay for programmes as you watch, or for one month’s worth of access – there will be a diverse range of pricing options on offer.
Now TV will run alongside Sky’s traditional monthly subscription service, which will remain unchanged.
To begin with, Now TV will only offer films. However, soon after sports and entertainment programmes will be added.
The new brand was revealed by Sky’s Chief Executive, Jeremy Darroch, in his opening keynote at the Media Guardian Changing Media Summit.
Darroch said: “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.”
“It will be available on a wide range of devices and offer instant access to a range of high quality Sky content, with no install and no contract. Starting with movies, it will soon expand to offer sport and entertainment as well. And customers will be able to pay monthly or rent a movie on a simple, pay as you go basis.”
The service will boast an intuitive interface, offering editorial snippets and recommendations to guide viewers. Devices supported will include PCs, Macs, tablets, mobiles, games consoles and smart TVs.