Sky has announced the launch of what it claims is its "best ever" fibre deal, which it says will make superfast broadband "more accessible to everyone".
The company's Sky Fibre service, which normally costs £10 a month, is now available free for 12 months when customers take Sky line rental.
Sky claims it is the first deal of its kind in the UK, insisting there is no obligation beyond the free one-year period.
Subscribers will receive download speeds of up to 38Mbps, as well as a 25GB monthly usage cap, with Sky claiming the offer is best suited to users looking for superfast speeds, but who do not require unlimited usage.
It added that customers could save as much as £186.13 a year when compared to closest rival BT.
Lyssa McGowan, Director of Sky Broadband, commented: “We know there are lots of people who would like to try superfast speeds but are put off by the high prices charged by some providers. With this ground-breaking offer, we’re making Sky Fibre even more accessible. Now superfast broadband is genuinely for everyone.”
Customers looking for an unlimited service can choose Sky's Fibre Unlimited package, the cost of which has been halved to £10 a month.
In launching the new deal, Sky has teamed up with Disney and Pixar Animation in creating a new television advert, featuring characters from the film "Inside Out", which will be released in the UK on July 24th and has already broken the record for the biggest-ever US opening for an original picture (non-sequel).
Ernest Doku, telecoms expert at uSwitch.com, called the latest offer a "solid introductory deal", but warned it may fail to meet the demands of heavy users.
“Given that fibre is designed for heavier users, it might not be enough for families or people who are avid streamers and downloaders of games, movies, box sets and music," he added.
“As Sky is offering the option of unlimited fibre for those willing to pay for it, they are probably hoping people will end up upgrading to the premium fibre service in time, as customers get a taste for the benefits of fibre broadband.”