Sky is to give households the chance to receive Sky TV without a satellite dish for the first time.
The company is to start delivering TV channels through a box over broadband from next year, a move it says will give millions of households currently unable to install a dish access to "the very best entertainment on Sky".
Consumers are also being promised further upgrades to its Sky Q service, which is now being used in about 600,000 homes across the UK.
Sky believes its Sky Q boxes are already changing people's viewing habits, as subscribers are watching more television than those with Sky+ thanks to the more visual interface and personalised recommendations.
As a result, the company is keen to refine Sky Q even further, with greater personalisation, the ability to record six shows while watching a seventh live and voice search being introduced later this year.
The new My Sky app is also set to be launched in the near future. The company said this reflects its commitment to delivering the best customer service, as it will make it "quicker and easier than ever" for people to review their monthly bill, manage their subscription and check their broadband speed.
Stephen van Rooyen, Chief Executive of Sky UK, commented: "This year is about giving our customers even more quality, choice and value.
"We’re planning to launch our Sky TV service without the need for a satellite dish for the very first time, giving millions more homes the chance to enjoy TV with Sky Q.
"And with innovations like the My Sky app, we are finding new ways to make our customers’ lives simpler."
Mr van Rooyen added that Sky is continuing to build its European TV production studio, with 100 original series going into production.