Sky has launched an online TV package allowing consumers to watch its TV channels on a computer, without the need for a satellite dish.
The service, launched today, offers a range of channels including Disney, MTV, National Geographic and Sky Sports to anyone in the UK and Ireland with a PC or a Mac.
Sky digital satellite customers can enjoy the Sky Player for free with access to the channels and some on-demand content they subscribe to.
Non-Sky TV customers can purchase a monthly subscription to the broadcaster's Base Entertainment Pack, which offers access to The Disney Channel, British Eurosport, National Geographic Channel, Sky News
and Sky Sports News
Further sports channels (Sky Sports 1-3 and Extra) can be added for an extra cost.
The company says picture quality online is comparable to normal TV service. Prices range from £15-£34 a month, and undercut the firm's TV service.
'Sky Player TV recognises that for some, the computer is now the preferred screen to watch TV,' said Mike Darcey, chief operating officer at BSkyB.
Only the basic package is currently available on Sky Player TV, but more content, including MTV One, Nickelodeon and Nick Jr, is expected next month, and further channels in the new year.
Sky Multiroom or Sky Broadband Max customers can also access live streaming of shows.