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Sky customers can now use the NOW TV service on Roku streaming players, it has been announced.

Consumers are able to find NOW TV within the Roku Channel Store, and once registered for NOW TV online, can access the movies they choose instantly.

"Once they have connected their Roku box to their TV and home Wi-Fi network, NOW TV customers will be able to watch their favourite movies on their main TV, as well as continue to watch them out and about through their smartphone, tablet or laptop," Sky stated.

Simon Creasey, Director of NOW TV, said more and more consumers are "demanding easy access" to a greater choice of high-quality entertainment over internet-connected devices.

He claimed that NOW TV is helping to meet that demand.

"Following today’s launch on Roku, our customers now have another way of streaming their favourite movies to their main TV screen, and at the same time can continue to enjoy access out and about via iPad and smartphones," he stated.

"At the same time as we’re rolling NOW TV out to new platforms and devices, we’re also preparing to increase the range and choice of great Sky content that our customers can access."

Clive Hudson, Roku Vice-President and General Manager for Europe, described NOW TV as "a tremendous addition" to the growing selection of entertainment available from Roku.

"NOW TV is a really compelling content proposition for UK consumers who want to enjoy watching the latest movies from Sky, and with no long-term contract," he claimed.

The service offers instant access to Sky Movies with no contract, set-up costs or installation.

New customers can take advantage of a free 30-day trial of NOW TV, while also benefiting from a three-month introductory offer of £8.99 per month.

Blockbuster film releases arrive on the platform around six months after they have ended their cinema run.

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