Sky has increased the appeal of its broadband bundles by agreeing deals to make two leading on-demand TV services available to subscribers.
Both BBC iPlayer and ITV Player are to launch on the Sky Anytime+ platform, which was launched in 2011 by the broadband provider.
This delivers TV content over a broadband connection rather than through a satellite dish, adding to user flexibility.
ITV Player becomes available to Sky customers this week, with BBC iPlayer scheduled to launch later in 2012.
"We want customers to get the best out of their Sky subscription and Anytime+ is a great way to give them more control and choice over how they enjoy TV," said Jeremy Darroch, Sky's Chief Executive.
"We already know how popular Sky+ is and how it puts customers back in charge of their TV viewing. Anytime+ builds on that control and it's no wonder we've seen such strong demand for it."
Mr Darroch said Sky Anytime+ will go "from strength to strength" in 2012.
He said the addition of the BBC iPlayer and ITV Player will allow customers to also enjoy the best of terrestrial TV, whenever they want.
"We're also delighted to be able to widen access to the service so that millions more Sky customers can enjoy the added flexibility it offers," the Sky boss stated.
BBC Director-General Mark Thompson said the BBC and Sky are working together "to further build on the BBC iPlayer success story", and this is fantastic news for audiences.
"Making BBC iPlayer available on all platforms is key to our commitment to universal access and this agreement takes us one step further towards that goal," he stated.
Sky recently announced that Sky Anytime+ is to become available to all Sky customers with an internet connection, not just those with Sky broadband.