Now TV (“powered” by Sky) launches tomorrow. The service offers contract free TV through almost any device you can think of.
A few commentators have reported that it is BskyB’s answer to Lovefilm and Netflix, but I think that is an oversimplication.
While it will compete with those services, under a brand name that doesn’t come with any baggage, so allowing Sky to try some new things (lower prices? No.), I believe Sky’s main driver for this service will be to eventually migrate people from their non-HD satellite services.
It must be pretty pricey keeping satellites in orbit for people to watch The Food Network, when there is the alternative of using other providers broadband bandwidth. This service will eventually allow them to charge a slightly lower price, while allowing them to one day relieve themselves of the massive infrastructure costs behind satellite television.
£15 for the movie pass is a tough sell although I imagine that the price will fall in time, but the proposition looks good for a number of demographics in the UK. It will be interesting to see the take up.