Broadband provider Sky is to launch a new service enabling consumers to watch subscription TV content over the internet.
The service is designed to appeal to consumers who do not currently subscribe to pay TV.
Sky said the new offering would build on its experience in multi-platform TV, and take advantage of the rapid growth in broadband-connected devices.
"Launching in the first half of this year, it will provide instant and simple access to a range of popular Sky content, including hundreds of films from Sky Movies at launch," the broadband provider said.
The firm revealed that sport and entertainment shows will be included on the platform soon afterwards.
Consumers will be able to watch Sky TV content through a wide range of connected devices, including PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs.
"Available to anyone in the UK with a broadband connection, people will be able to watch on a pay-monthly or pay-as-you-go basis," Sky explained.
Earlier this week, Sky Sports agreed a new four-year deal with the England and Wales Cricket Board to show all domestic and international matches on satellite TV.