Broadband and digital TV provider Sky has unveiled its new internet TV service NOW TV which allows people to watch their favourite shows across a range of connected devices.
The service, which will launch later this year, will feature some of Sky's most popular shows as well as hundreds of films from Sky Movies and will offer people instant access to the content.
Speaking at the Media Guardian Changing Media Summit in London, Sky Chief Executive Jeremy Darroch said that the launch of this second TV brand will be an exciting opportunity and will enable the company to meet the demands of its varied customer base.
"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," he added.
NOW TV will have no minimum contract and people will have a host of payment options including pay monthly or pay as you go.
Further details regarding pricing will be revealed at a later date.