Now TV, the new over-the-top video service from UK broadcaster BSkyB which launched last month, has landed on the iPad and iPhone for streaming via Wi-Fi or 3G.
Available for download from the Apple App Store from today, with a free 30 day trial available, the service is currently limited to offering access to Sky Movies content, but will bring in Sky Sports content before the end of the year, and then more channels from the BSkyB stable, including the hugely-popular Sky Atlantic.
Now TV is available on a wide range of connected devices including PC, Mac, selected Android smartphones and from today, iOS devices. YouView and Xbox will be added later this summer, and Sky also plans to bring the service to other platforms and devices, including the Sony Playstation 3 and Roku streaming player.
The service attracted cautious enthusiasm from the media analyst community when it was launched last month, though many acknowledge that it is a calculated risk, with Ted Hall, Senior Analyst at Informa Telecoms & Media (publisher of IP&TV News), warning that the new service represents a potentially dangerous move away from the bundle approach to pay-TV – details here.