UK pay-television broadcaster BSkyB will allow viewers without subscriptions to access its sports channels through a ‘day pass’ that will be introduced on its internet television service Now TV.
Sky will make the Sky Sports channels available on Now TV later this year following a beta test of the service that started in December, according to the Guardian newspaper.
For £9.99 (€11.65/$15.69), viewers will be offered unlimited access to access all six of the Sky Sports channels over a 24-hour period.
Jeremy Darroch, Sky’s chief executive, said that the new service would not cannibalise Sky’s “gold” revenue stream of monthly Sky Sports subscribers. “It will complement (subscription packages) well, it is a way to extend Sky Movies, Sky Sports and later entertainment channels to an entirely new set of customers,” he said. “We think that a day pass is going to be attractive. We think it will work well alongside Sky Sports.”