Sky’s OTT TV service is to offer UK customers a triple-play service without the need to sign up to a contract.

The Now TV Combo, which features broadband, fixed telephony and TV services, is on offer at prices ranging from £9.99 to £51.99 per month, plus line rental at £17.99 per month.

The exact price depends on which TV, broadband and TV offer the customer chooses.

There are four TV packages, three different broadband speeds and three phone options.

There is also a one-off set up fee of £40 or £50, depending on whether you choose fibre.

Customers can also choose to buy a new set-top box that includes up to 35 pay TV and over 60 free-to-air TV channels for £39.99.

Gidon Katz, Managing Director of NOW TV, said: “We know people want the freedom and control of a no strings relationship when it comes to choosing their TV, broadband and call package, so the NOW TV Combo is the product and service they deserve."

Sky is due to launch a mobile service at some point this year.

It has invested in Southeast Asian OTT provider iflix and launched a new premium TV service called Q in recent months.

[Read more: Sky, Vodafone merge New Zealand businesses]

CCS Insight analyst Paolo Pescatore said: “This is a hugely significant move as Sky continues to push the boundaries further and the battle for the living room intensifies.

“Sky is the UK market leader and has more exclusive relationships in content than any other provider. We firmly believe that the future of delivering video is via the Internet and more people are on lookout for alternative ways to sign up to pay TV and multiplay bundles.

“Now TV represents great value for money. Other providers will struggle to compete with Sky given its clear segmentation of the market.”

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