Sky Now TV on iPad

British broadcaster BSkyB is gearing up to go head-to-head with companies like Netflix and Lovefilm with a brand new streaming service called Now TV, which will offer movies and TV shows on-demand for as little as 99p (approx. $1.55) each.

The service will launch tomorrow, July 17, and will be available through the U.K.'s new YouView platform, and through the Xbox 360 and PlayStation 3, Android and iOS devices, and Macs and PCs. It will initially be a movies-only service, but Sky promises it will also be offering sports by the end of the year.

Now TV can be accessed via a £15 (approx. $23) per month "all-you-can-eat" subscription, which gives you unlimited access to all of the content it has to offer anytime. Alternatively, you can use Now TV as a pay-as-you-go service, with movies and TV shows priced between 99p and £3.49 (approx. $5.45) each as and when you want them.

Now TV Director, Simon Creasey, believes the new service will give U.K. consumers more choice:

"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.

"Offering a new and exciting way to enjoy Sky Movies on some of the most popular internet-connected devices, NOW TV gives films fans everywhere a new choice.

"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."

There is one caveat to the service, however. TechRadar reports that Now TV will only offer high-definition content to consoles, which means you'll have to suffer standard-definition content on your Mac and PC, your tablet, and even your HDTV if you choose to access Now TV via YouView. That's going to be a huge disappointment to some.

[via TechRadar]