Sky announces that its new internet TV service, offering access to Sky content on a wide range of broadband-connected devices, will be called NOW TV. The new brand 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.

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. With a distinctive look and identity, it will stand out from the existing Sky TV service and offer even more choice and flexibility to customers.

In his speech, Jeremy 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.”

NOW TV is part of Sky’s mission to make it as easy as possible for customers to access and enjoy its content. Mr Darroch told the conference that, alongside the continued growth of its satellite TV service, broader distribution on other platforms is an opportunity for Sky to reach even more customers:

“As the quality of the TV experience over broadband has improved, people have become more willing to consume content in different ways.

“That presents a great opportunity to distribute our programmes which wasn’t there even a year or two ago. With the long-awaited explosion of connected devices now upon us, this opportunity is only going to grow. And it’s something we believe is highly complementary to our existing 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.”

Key features of the NOW TV experience 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 roll out 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.