British broadcaster Sky has announced that its new Internet-based, on-demand TV service Now TV will be launching on Android and other platforms tomorrow. Competing with the UK’s LoveFilm and the recently-launched Netflix, Now TV promises customers an “easy and commitment-free way to enjoy amazing movies, instantly.” The first round of content will be taken from Sky’s library of movies, with Sports and other TV content due to be added over the next few months. Movies will be available to view for a one-off fee of between £0.99 and £3.49, or view unlimited movies with a Sky Movies Pass for £15 per month. To sweeten the deal, Sky’s giving users a free 30-day trial of the Movies Pass, similar to what Netflix currently offers.
The service launches on PC, Mac and “selected Android smartphones” tomorrow, likely Ice Cream Sandwich onwards, with other platforms including Xbox and iOS begin added later in the year. The “selected” part may set alarm bells ringing, as Sky operates a similar policy for its Sky Go streaming service, which so far has the Android app for that service limited to just a few handsets, with no support for Android 4.0 and above.
Given Sky’s comprehensive library of content, though, it certainly has the potential to become a major player in the on-demand TV world.