Households with a NOW TV box can watch ten subscription Sky channels for £4.99 a month from today, including Sky 1, Sky Atlantic, MTV and the Discovery Channel.
The new Entertainment Month Pass allows consumers to watch the subscription channels without entering into a contract and compares favourably to the price of Sky’s own subscription TV packages.
The NOW TV offering in full offers Sky 1, Sky Atlantic, Sky Living, Sky Arts 1, Discovery, MTV, Comedy Central, GOLD, Disney and FOX.
By contrast, Sky subscription customers must pay £21.50 a month for its basic Entertainment package, although this does allow access to 35 channels, including Syfy, Watch, Universal and Sky 2, which are all unavailable on the new NOW TV offering.
The NOW TV monthly pass will also allow viewers to access boxsets such as all five seasons of The Wire and seasons one to three of An Idiot Abroad.
While limited, £4.99 represents good value for those interested in sampling what Sky has to offer, especially as the £4.99 price is guaranteed until 31 March 2014, at which point it will increase for new customers.
Sky has not yet decided how much it will cost at that point.
Gidon Katz, director of NOW TV, said: "Millions of people can now go online to watch some of the best entertainment channels, including Sky 1, Sky Atlantic and Comedy Central. NOW TV offers pay-as-you-go access to brand new episodes of home-grown British shows and the biggest and best US series for anyone with broadband."
Sky also hopes to cash-in as its premieres new series of popular shows including Game of Thrones, The Following and Mad Men – all coming up on Sky Atlantic.
NOW TV already offers day passes to Sky Sports (priced at a hefty £9.99) and monthly passes to Sky Movies (a more reasonable £8.99 a month), while the NOW TV box itself costs £9.99.