Sky has announced its new Now TV service which will offer popular Sky programming content to users over the internet. See also Sky Anytime+ made available to all Sky+HD customers.

The streaming service will launch ‘Summer 2012’ starting with access to Sky Movies with other, like sport and entertainment, to be added soon afterwards. The service is aimed at UK consumers who don’t subscribe to a TV provider like Sky or Virgin Media.

Jeremy Darroch, CEO of Sky said, "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."

"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." he added.

Darroch explained that Now TV will be available with no minimum contract or installation cost allowing users to pay-as-you-go, picking which content they wish to purchase and when. Alternatively customers will be able to opt to pay monthly for unlimited access.

Like rival services it will be supported on a number of different devices including PCs, laptops, tablets, smartphones, games consoles and internet connected TVs. The interface will be intuitive, distinctive and backed up by recommendations and editorial support.

"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." said Darroch.

Interested customers can register for updates on the service via