Consumers can now buy a customised TV, broadband and calls bundle from Now TV without a contract.
The Now TV Combo is the first deal of its kind to be offered in the UK and includes unlimited broadband, the latest and best TV and calls packages starting at £9.99 a month plus line rental.
Now TV believes the contract-free deal gives millions of people across the UK "the control and flexibility to create the combo that's right for them".
Each customer will receive a Now TV Smart Box that offers both live and on-demand free and pay TV, including 60 free-to-air channels, as well as live pause and rewind functionality.
As a result, Now TV believes customers will find it easier to "watch the shows they love".
Households can create a Now TV Combo if they are in a Now TV network area and select from a variety of options.
For instance, TV options include a Kids Pass, a Sky Sports Pass and a Sky Cinema Pass.
Customers can then pick from three unlimited broadband options: Brilliant Broadband - speeds up to 17Mbps, Fab Fibre - speeds up to 38Mbps and Super Fibre - speeds up to 76Mbps.
The Combo can then be rounded off with one of three call package options, such as pay as you use, evening and weekends and anytime calls.
A no-contract Now TV Combo carries a one-off set-up fee of £40 for those signing up for Unlimited Brilliant Broadband and £50 for those who have picked Unlimited Fab Fibre Broadband and Unlimited Super Fibre Broadband.
Special pricing offers starting from £9.99 apply across all packages for 12 months, while line rental costs £17.99 per month.