First look at new Sky Q service
Sky has launched a new service called Sky Q that blends live and on-demand TV as it tries to compete with the likes of Netflix.
The company described the new platform as its most significant product launch since HD and "a new way to watch TV".
The package will comprise a set-top box and a "super premium package" and will be separate from Sky's Now TV on-demand service.
Experts questioned what it would cost as Sky has not revealed pricing for the product.
Sky's Andrew Olson told Rory Cellan-Jones that it was a new "premium" offering.