Sky has launched a new device giving consumers the opportunity to transform their television into a 'smart' TV for just £9.99.
The NOW TV Box can be used to connect TV sets wirelessly to the internet, allowing viewers to enjoy a host of content delivered on-demand via a broadband connection.
Measuring just 84mm x 84mm x 24mm, the IPTV device plugs into a TV set using a HDMI cable, and can be up and running in a matter of minutes.
Gidon Katz, Director of NOW TV, said millions of people are switching on to the convenience and flexibility of on-demand services, choosing when and how they want to watch.
"Now there’s an easy and extremely affordable way to make every TV a 'smart TV'. For under a tenner, the NOW TV Box offers the best terrestrial catch-up, plus pay-as-you-go access to must-see sport and the option to enjoy latest blockbuster movies on demand - all on the big screen," he stated.
"It’s also easy for anyone to use - simply plug in to your TV, connect to your Wi-Fi and you’re away."
According to Sky, 56 per cent of the population now use internet-connected devices such as tablets, smartphones and laptops to access TV on-demand.