I'm positive that supply far out-strips demand for this type of service right now....

Sky has launched a pay-as-you-go internet TV service, as the battle for control of the digital living room heats up.

Google TV, widely considered a flop when it launched in the US in 2010, is due for release in the UK on July 30, and YouView, now backed by Lord Sugar, should be available by the end of the month.



Apple TV and Microsoft’s X-Box already offer streaming services on demand.

With the development of the British broadband network has come the ability to watch television via the internet, rather than through a traditional aerial, satellite dish or cable.

Ben Fenton, chief media correspondent at the Financial Times, said: "This is almost like fighting over the audience from the beginning all over again because we're all going to come into a new way of watching television.
"And so it's almost like it's the battle for the sofa from chapter one of the game."

Sky's NOW TV will offer movies at first, but then sport and entertainment, on either a pay-monthly (priced at £15 per month for unlimited access) or a pay-as-you-go basis, from 99p - £3.49 per film.

Read more: http://news.sky.com/story/961107/no-dish-no-contract-sky-launches-now-tv