Sky has officially joined the list of big name movie providers on the internet with the UK launch of Now TV, its pay-as-you-go internet TV service.

Going head to head with other providers such as Lovefilms and Netflix, Now TV’s initial service costs £15 a month and allows customers to access more than 600 movies, including both classic and new releases. The service also guarantees five new Sky Movies premiers every Friday. The service can be accessed through PCs, Android mobile phones and Macs and iOS devices.

Movies can also be rented on a pay-as-you-watch basis through Now TV with titles costing between 99p and £3.49 according to their release date.

It is expected that Sky will add sports channels to the package before the end of the year, and add entertainment content some time in 2013.

The hope is that Now TV will allow Sky to extend its reach to the 13 million UK households that do not subscribe to a paid TV service.

Both Netflix and Lovefilm offer their services at a much cheaper rate of £5.99 and £4.99 a month respectively. However, Sky’s managing director of sales and marketing, Stephen Van Rooyen was quick to defend Sky’s pricing saying: “We think our offering represents value as no other service in the UK is offering as many new films with five new premieres a week. We didn’t want to offer a service which was similar to ones out there at the moment.”

Now TV is the latest release by Sky allowing customers to access its content without the use of a satellite dish. Previous releases include Sky Go and Sky Player. However, this is the first pay-as-you-go offering from the broadcaster.

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