Broadcaster BSkyB has now made available the Sky Anytime+ TV on demand service to Sky subscribers using any broadband ISP rather than Sky's own service.
The service requires a Sky TV subscription, compatible Sky+ set-top box and a broadband connection. Formerly the service only worked on Sky's own broadband, often aggressively bundled with TV subscriptions but now customers can pick and choose and still get access to the online service.
Last week at the Changing Media Summit, Sky chief Jeremy Darroch unveiled plans to launch a new internet TV service for those without an existing Sky subscription, dubbed Now TV. Launching later in the year, Now TV will provide access to popular Sky shows and Sky Movies.
"It will be available on a wide range of devices and offer instant access to a range of high quality Sky content, with no install and no contract," said Darroch.
"Starting with movies, it will soon expand to offer sport and entertainment as well. And customers will be able to pay monthly or rent a movie on a simple, pay as you go basis."
Darroch said that the service is aimed at 13 million homes in the UK that don't currently sign up to any pay TV service.