Streaming service NOW TV has launched on the EE TV smart box, giving viewers the chance to access premium Sky content.
Users will be able to sign up for the Entertainment Month Pass, Sky Sports Day Pass, Sky Sports Week Pass and Sky Movies Month Pass on a flexible basis, increasing their viewing options.
EE TV customers can already enjoy Freeview services - including more than 70 channels, with 13 in HD - and 18 on-demand apps such as MUZU, Box+, YouTube, BBC Sport, BBC News and The Weather Network.
BBC iPlayer, Demand 5 and Wuaki.tv are among the catch-up and on-demand options available at present, with further content partners lined up to join the service in the coming months.
Pippa Dunn, Chief Marketing Officer at EE TV, said the firm has developed the EE TV service so that "exciting new content and services" can be regularly added to enhance its customers' home TV viewing experiences.
"The NOW TV app is a great addition to our current content line up," she claimed.
"It provides customers with opportunities to watch some of the world’s most popular TV series, live sports action and international movie blockbusters."
The Entertainment Month Pass, which costs £6.99, offers access to 13 pay-TV channels including Sky 1, Sky Atlantic, Sky Living, MTV and Comedy Central.
Subscribers can enjoy hit shows such as 'Game of Thrones' and 'Fortitude', and also access over 250 box sets including 'Mad Men', 'Moone Boy' and 'Downton Abbey'.
With the Sky Sports Day Pass (£6.99) and Sky Sports Week Pass (£10.99), EE TV viewers will be able to watch live football, cricket, golf, F1, boxing and more across seven pay-TV channels.
The Sky Movies Month Pass - which costs £9.99 - offers access to over 1,000 films, including up to 16 premieres per month. ‘Frozen’, ‘Maleficent’, ‘The Grand Budapest Hotel’ and ‘Captain America: The Winter Soldier’ are among the latest films to launch on Sky Movies.
Gidon Katz, Director of NOW TV, said that with 'Game of Thrones' available to watch from the very beginning, there "couldn’t be a better time" for EE TV customers to enjoy NOW TV.
"Whether you’re a film fan and want access to Sky Movies or want to watch the biggest games on Sky Sports, it's great news for TV fans as NOW TV offers something for everyone," he claimed.
New and existing EE mobile customers who sign up for a home broadband plan at £9.95 per month or above receive an EE TV smart box for free.