Sky's new internet-based TV platform - NOW TV - has gone live as of today (Tuesday July 17th) giving consumers access to on-demand content.
The IPTV service will enable millions of households to stream Sky Movies across a wide range of internet-connected devices.
Consumers will be able to access content in an easy, flexible way, with no contract, set-up costs or installation required.
NOW TV customers can 'pay & play' for instant access to a range of over 1,000 movies through Sky Store, including the latest 'now on DVD' releases.
Alternatively, they can sign up for a monthly Sky Movies Pass which offers instant, unlimited access to the entire Sky Movies collection.
Viewers will be able to choose from over 600 films at any one time, including recent blockbusters and classics from major Hollywood studios.
Subscribers can look forward to up to five new and exclusive Sky Movies premieres every Friday.
All NOW TV customers signing up for the Sky Movies Pass can enjoy a free 30-day trial, and then pay just £15 per month for unlimited access to film content.
The service is available to anyone in the UK with an internet connection, including PC, Mac and selected Android smartphone users.
Later in 2012, NOW TV will also become available to iPhone, iPad, Xbox and YouView IPTV users, giving consumers a wide variety of options.
Simon Creasey, Director of NOW TV, said the service will bring more choice to UK consumers and an easy way to enjoy amazing movies, instantly.
"Following the explosion in internet-connected devices, we know that more and more people are looking for great content to watch over the web, and that’s where NOW TV comes in," he stated.
"Offering a new and exciting way to enjoy Sky Movies on some of the most popular internet-connected devices, NOW TV gives films fans everywhere a new choice."
Mr Creasey said that as we move forward, NOW TV will get even bigger and better, with more devices and more platforms in the coming months.
"Customers can also look forward to the best live action from Sky Sports and great drama, comedy and entertainment from our Sky channels," he added.