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Sky is giving broadband customers the opportunity to access its sports channels for £9.99 per day over the internet.

The TV, home phone and broadband provider is allowing consumers to tune in on a pay-as-you go basis for the first time.

As a result, more viewers may be able to enjoy Premier League football, international cricket, Masters golf and live F1 motor racing.

For the last two decades, consumers seeking access to Sky Sports have been required to sign up to monthly packages with the service provider.

But Sky is now offering unlimited sports content from its six sports channels on Now TV, its internet TV service.

Consumers are already able to watch Sky Movies content on Now TV, which launched in July 2012.

The online TV platform has attracted 25,000 subscribers so far in the UK.

Sky Chief Executive Jeremy Darroch noted that pay-per-day Sky Sports is designed to "complement" rather than cannibalise its monthly subscription revenue stream.

He said Now TV aims to extend Sky Movies, Sky Sports - and in the future, entertainment channels - to "an entirely new set of customers".

Mr Darroch also dismissed suggestions that £9.99 per day is too expensive for casual Sky Sports viewing.

"We think that a day pass is going to be attractive. We think it will work well alongside Sky Sports," he noted.

Earlier this week, Sky secured an enhanced package for Premier League football highlights, which will take effect from the 2013-14 season.

The broadcaster will be able to show the best action from all 226 Premier League matches not shown live on television, plus all the goals and key moments on programmes such as Goals on Sunday and Soccer Saturday.

And from August 2013, Sky will offer a full 90-minute replay of the best Saturday 3pm match at 8pm that evening.

Viewers will also be able to use the 'Match Choice' service - where they can watch 45 minutes of highlights from any Saturday 3pm fixture on the interactive red button service at 10pm.

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