MUMBAI: British pay-TV operator BSkyB has launched Now TV, a new internet TV service to complement its online television service Sky Go.

Building on the increasing popularity of watching TV over the internet, Now TV will offer access to Sky Movies, its subscription movies service, in a new way.

The Now TV service will open up more choice for consumers by making Sky Movies - followed later this year by Sky Sports - available across a wide range of internet-connected devices.

Now TV customers can ‘pay & play‘ for instant access to an extensive range of over 1,000 movies through Sky Store including the very latest ‘now on DVD‘ releases and much-loved classics. ‘Pay & play‘ movies on Now TV range from 99p for classic titles to ?3.49 for the latest blockbusters.

For an all-you-can-watch experience, Now TV also offers the monthly Sky Movies Pass with instant and unlimited access to the entire Sky Movies collection.

At any time, customers with a Sky Movies Pass can choose from over 600 movies, including recent blockbusters and classics from major Hollywood studios such as Disney, Fox, Paramount, Sony, Warner Bros, and Universal.

All Now TV customers signing up for the Sky Movies Pass can enjoy a free 30-day trial. Following the end of the trial period, the Sky Movies Pass is available for ?15 a month.

Available to anyone in the UK with an internet connection, Now TV will be available on PC, Mac and selected Android smartphones; on iPhone, iPad within the next month, on Xbox later this summer and YouView when it launches.

More Sky content will also be added in the coming months, with Sky Sports due to launch on Now TV before the end of the year. This will enable Now TV customers to enjoy live action from the Barclays Premier League, Uefa Champions League, England Test cricket, Heineken Cup rugby, ATP tennis, the Masters from Augusta and much more.

The introduction of Sky Sports will be followed on Now TV by shows from Sky 1, Sky Atlantic, Sky Arts and Sky Living, including homegrown drama, original comedy and US shows.

Now TV Director Simon Creasey commented, "Now TV will bring more choice to UK consumers and an easy way to enjoy amazing movies, instantly. 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. 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."