16/07/2012 07:01 BST

Sky Launches 'Now TV' Streaming Rival To Netflix And LoveFilm

Sky has announced its long-awaited streaming TV competitor to Netflix and LoveFilm.

Now TV will launch on Tuesday, offering on-demand movies and, later in the year, sports, entertainment and exclusive TV.

The service will cost 99p to £3.49 per movie, or £15 per month. The monthly service will include instant access to 600 movies including blockbusters from Disney, Fox, Paramount, Sony, Warner Bros., and Universal.

Sky say it will be offered on a wide range of platforms, including Xbox 260, PS3, Roku, PC, Mac, tablets, mobile phones and smart TVs.

The rollout will be gradual, with Android, PC and Mac coming first, iPads and iPhons later in July and home consoles and YouView later this summer.

The service will also launch with a free 30 day trial.

While restricted to movies at first, it will eventually include programming from a range of Sky channels, including Sky Atlantic, without a contract.

Sports including the Barclays Premier League, UEFA Champions League, England Test cricket, Heineken Cup rugby, ATP tennis, the Masters from Augusta and others will be available by the end of the year.

The service will only be available in the UK, and won't work abroad if you take it on holiday.

The service will also not offer HD, unlike many of its rivals.

Simon Creasey, director of Now TV, said the service "will bring more choice to UK consumers"

"As we move forward, NOW TV will get even bigger and better, with more devices and more platforms in the coming months."