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After recently announcing plans to launch a new over-the-top internet based TV service in the UK Sky CEO Jeremy Darroch has revealed its name, Now TV, and what it will bring to customers. Speaking at the Media Guardian Changing Media Summit in London, Darroch indicated Now TV would operate as its own brand, targeting the 13 million UK homes that don't pay for TV from any provider. It will start offering instant access to movies this summer followed by sports and other entertainment soon after, with access by monthly subscription or PPV across a variety of devices. It will be different from the existing Sky TV service, and all of its online tie-ins like Sky Go by focusing on flexibility and "spontaneous access" Constantly complaining about a lack of access to programming like, say, Game of Thrones without a traditional pay-TV package? It sounds like this should be right up your alley, so while details like exact pricing are still TBA, feel free to hit the source links below for all of the info currently available including a transcript of his speech, or head to the Now TV website directly to sign up for updates.

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Sky dubs upcoming internet TV service 'Now TV', chases those currently without pay-TV