Sky is offering even greater value to TV viewers who purchase a NOW TV Box, by giving them access to Channel 4's catch-up service 4oD.
Viewers will be able to enjoy popular shows such as 'Homeland', 'Peep Show' and 'Made in Chelsea', plus classic box sets such as 'Black Books' and 'Father Ted'.
Available for just £9.99 including postage and packaging, the NOW TV Box uses Wi-Fi connectivity to turn television sets into smart TVs.
This allows consumers to access a host of online content at their convenience, in the comfort of their own living room.
NOW TV Box owners were already able to watch content from BBC iPlayer and Demand 5, but the launch of 4oD adds more than 3,000 hours of content at no additional cost.
Gidon Katz, Director of NOW TV, said the NOW TV Box provides millions of people with the opportunity "to transform their regular TV into a Smart TV for less than a tenner".
"There is now even more to watch. The launch of 4oD means the NOW TV Box delivers an even bigger choice of on-demand TV," he stated.
"It’s available alongside flexible pay-as-you-go access to must-see sport, the latest movies you missed at the cinema and the TV shows everyone’s talking about."
Mr Katz said the Wi-Fi device offers convenient, contract-free access to "outstanding content", which is why NOW TV Boxes "have been flying off the shelves".
Laurence Dawkin-Jones, Director of Commercial and Business Development at Channel 4, said the broadcaster is always looking for new ways to offer its content to viewers.
"Bringing 4oD on the NOW TV Box represents the latest device launch in a busy year for Channel 4 that has seen us extend our content reach to many new platforms," he stated.
Among the pay-TV options for NOW TV viewers are the Entertainment Month Pass, which offers access to channels such as Sky 1, Sky Atlantic, Fox and MTV from £4.99 per month.
The Sky Sports Day Pass offers 24-hour access to all six Sky Sports channels for just £9.99, while the Sky Movies Month Pass enables viewers to watch more than 800 films for £8.99 per month.