BSkyB, the British satellite broadcaster, has announced plans to launch Now TV, an on-demand TV service, in the UK this summer. Sky programming will be available over the internet to smartphones and tablets as well as computers, and the company reportedly plans to start with movies. Sky already offers some streaming services for mobile devices, like Sky Go and the Sky Sports app, but those are add-ons for Sky TV subscribers — Now TV is a completely separate venture. While Sky announced plans for the service back in January, this is the first time we've heard about the new brand.

BSkyB CEO Jeremy Darroch spoke about the project at the Guardian Changing Media Summit, and said that the company is targeting the 13 million residents of the UK that don't yet have a pay TV subscription. In comments reported on by The Next Web, Darroch said that "Having 2 brands will allow us to meet the needs of two distinct market segments." In particular, the company will seek those that are willing to pay for occasional content, such as sports and movies, but don't need or want a full monthly subscription package with hundreds of channels. Darroch didn't reveal pricing specifics for Now TV, but it won't require a contract and will offer both monthly and pay-as-you-go options.