Sky has revealed that its new internet TV service will be titled Now TV.

The linear streaming and video on-demand service, which will offer subscription and pay-per-view access to its array of sports, movies and entertainment content, will be distributed via a range of connected platforms including YouView.

Now TV will complement Sky Go, its existing internet TV service which will be positioned as a value-add for existing Sky subscribers to access content wherever they are.

Sky hopes the launch of Now TV will attract the 13m homes yet to subscribe to a pay TV service and help sustain the growth of the business.

The Now TV branding was revealed this morning by Sky’s chief executive Jeremy Darroch at the Media Guardian Changing Media Summit in London.

Darroch [pictured] said as bandwidth improved there was an increased opportunity to deliver TV via connected devices.

“The launch of a second brand is an exciting opportunity for us and the rationale is very simple. Having two brands will allow us to meet the needs and preferences of different customer segments more effectively,” he said.

“With the long-awaited explosion of connected devices now upon us, this opportunity is only going to grow. And it’s something we believe is highly complementary to our existing service.”

Darroch refused to be drawn on details of price or content, but when asked whether the move meant people would be able to pay for and watch individual football matches or movies said “we will discuss specifics later, but generally yes”.

He said Sky could not “stand still” if it wanted to continue the growth it has seen in recent years

The service was initially announced by Darroch in January.

This story was originally published on Broadcast.