BskyB has rolled out its Sky Anytime+ online video on-demand service for the customers of its broadband service.
The release is set to rival BBC's iPlayer.
The company, which is a prominent opposer to BBC's YouView service, said that the service will be made available to Sky broadband users from Tuesday.
According to Sky, the Anytime + library, which will be updated constantly, will provide 'thousands of hours of great TV' along with 600 movies and content from US-based broadcaster HBO. Subscribers will also be treated to free content from Sky Movies, Sky Sports, Sky Arts and Sky 1.
Sky's move into the video on-demand market is based on the massive success of BBC's iPlayer service, which has been incorporated into gaming consoles and TV sets as well.
Stephen van Rooyen, Sky's Deputy MD of Marketing, said in a statement: “Through Sky Broadband customers can now explore a rich library of programming to watch on-demand through their TVs.”