Sky has announced Now TV, an internet telly streaming service that will come to loads of devices including consoles.
Now TV will arrive summer 2012.
Now TV offers instant access to Sky content either on a subscription basis or pay-as-you-go. There's no installation, no contract.
To begin with, only movies will be offered - but this will "soon expand to offer sport and entertainment as well", commented Sky CEO Jeremy Darroch
"Today, we know that around 13 million homes don't yet take pay TV from any provider."Jeremy Darroch, CEO, Sky
"As the quality of the TV experience over broadband has improved, people have become more willing to consume content in different ways," he added.
"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."
Now TV will roll out across PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs.
Sky is currently available without a contract or dish on Xbox 360 via a Sky Go Monthly Ticket. For £15 a month, Sky Go offers "a mix of drama, news, music, comedy and children's shows" and up to 20 live and on-demand channels. Add a Movies pack to that for £32 a month, or a Sport pack to that for £35 a month. Add everything together, Entertainment, Movies and Sport, and pay £40 a month.