Sky’s new internet TV service, offering access to the broadcaster’s content on a wide range of broadband-connected devices, will be called Now TV.
Sky CEO Jeremy Darroch revealed the new brand this morning as he delivered the opening keynote at the Media Guardian Changing Media Summit in London.
Launching later this year, Now TV will provide instant access to some of Sky’s most popular content, including hundreds of films from Sky Movies.
In his speech Darroch explained the significance of introducing an entirely new brand: “The launch of a second brand is an exciting opportunity for us and the rationale is very simple. Having two brands will allow us to meet the needs and preferences of different customer segments more effectively.
“We’ll offer two distinctive ways to watch: the market-leading full Sky service for the whole family, complete with the widest range of channels, high quality products like Sky+, HD and Sky Go, and the peace of mind of a monthly bill; or the flexible, more spontaneous, pay-as-you-go service of Now TV.
“Because Now TV will also be ‘powered by Sky’, customers will still know that it will give them the best, exclusive content and a high quality experience, from a provider they can trust. Either way, we believe we can offer even more customers a product that’s just right for them.”
Providing detail on the Now TV service itself, he added: “It will be available on a wide range of devices and offer instant access to a range of high quality Sky content, with no install and no contract. Starting with movies, it will soon expand to offer sport and entertainment as well. And customers will be able to pay monthly or rent a movie on a simple, pay as you go basis.”
Darroch also hopes Now TV will appeal to those people who do not subscribe to any Sky service. “Today, we know that around 13 million homes don’t yet take pay TV from any provider. So we can reach out to them and offer them another way to access and watch our content.”