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Sky launching online TV service Now TV

Sky will launch its pay-as-you-go online TV service Now TV on 17 July. The service will initially be available for PC, Mac, and selected Android devices, with iOS devices due to get it later in July. It will come to Xbox, PS3, and Roku before the end of the year.

Now TV, which was announced at the Guardian Media Summit in March, will launch purely as a movie service, with more than 1,000 titles, priced at 99p - £3.49 in the Sky Store. The alternative is a Sky Movies Pass that will grant users unrestricted access to Sky Movies’ catalogue of more than 600 movies. It will cost £15 per month, commitment-free.

Sky has said it will add five new movies to the collection every Friday, which the company says are titles that will be available to Now TV subscribers at least a year before other online subscription services get them.

“Following the explosion in internet-connected devices, we know that more and more people are looking for great content to watch over the web, and that’s where NOW TV comes in,” said Now TV director Simon Creasey.

The service will likely be a direct competitor to other streaming options like Netflix, Blinkbox, and LoveFilm.

“As we move forward, NOW TV will get even bigger and better, with more devices and more platforms in the coming months. Customers can also look forward to the best live action from Sky Sports and great drama, comedy and entertainment from our Sky channels,” Creasy promised.

Its eventual expansion, due before the end of the year, will include popular sporting events such as the English Premier League, the UEFA Champions League, the ATP World Tour, and the Masters golf tournament.

If executed properly, Now TV could prove to be a game-changer in an industry that will likely lose much of its user base to the Internet in the years to come.