Sky today announced more details about its new internet TV service Now TV.
With the growing popularity of rival services such as Netflix and LOVEFiLM, SKY has decided to act quickly to protect it's market share.
The new brand servcie was revealed this morning by Sky’s Chief Executive, Jeremy Darroch, as he delivered the opening keynote at the Media Guardian Changing Media Summit in London.
It's another nod to Mobile TV with more and more content and services becoming portable. Launching later this year, Now TV aims to provide instant access to some of Sky’s most popular content, including hundreds of films from Sky Movies.
With a variety of Sky services available such as Sky GO, Sky has been keen to launch Now TV with a distinctive look and identity, that stands out from the existing Sky TV services.
In his speech, Jeremy Darroch explained why Sky has decided to introducie an entirely new brand:
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.
Now TV will require no install and no contract, with customers being able to pay monthly or rent a movie on a pay as you go basis.