Sky announces plans to launch a new service allowing customers to watch some of its most popular content over the internet. Taking advantage of the rapid growth in broadband-connected devices, and building on Sky's experience in multi-platform TV, the new service will be an additional choice for people who don't currently subscribe to a pay TV service.

Launching in the first half of 2012, the new service will provide instant and simple access to a range of Sky content, including hundreds of films from Sky Movies. Giving consumers even more choice and flexibility, the service will be available to anyone in the UK with a broadband connection. Key features of the new service will include:

Great content - the new service will offer some of Sky's most popular programming. Sky Movies will be available from launch and the service will expand to offer sport and entertainment soon afterwards.

Flexible pricing – with no minimum contract, customers will be able to choose from a variety of pricing options. For example, people will be able to pay monthly for unlimited access to Sky Movies or rent a single movie on a simple, pay-as-you-go basis.

Easy access – the new service will be available across a wide range of connected devices, including PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs.

Ease of use – with immediate streaming through an intuitive interface, backed up by recommendations and editorial support, customers will quickly and easily find the content they most want to watch.

More details of the new service will be revealed closer to launch.