Sky has unveiled plans for a new IPTV service featuring access to Sky Sports, movies and its entertainment channels in a bid to acquire new subscribers.

The unnamed service, likely to feature both live streaming and VoD content, will roll out in the first half of the year across PCs, tablets, mobiles, games consoles and connected TVs.

It is aimed at the 13m homes which do not curently subscribe to Sky TV.

Non-Sky subscribers will be easily able to access the service via a range of payment methods including a monthly subscription or pay-per-movie streams.

The move positions Sky more squarely against IPTV rivals such as Lovefilm and Netflix.

Sky chief executive officer Jeremy Darroch said the aim was to broaden the appeal of Sky’s content.

“Alongside the continued growth of our satellite platform, this will be a new way for us to reach out to consumers who love great content, but may not want the full Sky service,” said Darroch.

“Bringing a distinctive, new choice to the marketplace will help us meet the needs and demands of an ever wider range of consumers.” 

The service will build on Sky’s existing IPTV service Sky Go, which will be repositioned as a value-add service for existing subscribers only.

This story was first published by Broadcast.