BSkyB to offer pay-as-you-go packages
The broadcaster had already tried launching a £9.99 day pass last year, and will now make the £10.99 weekly Sky Sports Week Pass available via its Now TV service.
From this Thursday, viewers can access Sky's sports channels for £10.99 a week. This will rise to £14.99 at the end of November. Day passes will be £6.99 for a limited period too.
Now is available on more a large range of phones, tablets and consoles and the like, and spend its days trying to woo the 11 million or so Freeview viewers into giving pay TV a shot.
It already offers monthly packages at a fiver and £8.99, featuring film and entertainment.
Gidon Katz, the director of Now TV has this to say: "We know our sports fans are hungry for more flexibility in how they watch sports and the new Sky Sports Week Pass offers just that,"
"This is a great time to be giving sports fans even more choice. Now fans simply have to decide if they want to snack on a day pass or feast on a week's sport".
BSkyB has had quite a good 12 months, having added another 264,000 customers. The company also claim that the first six months of 2014 saw it double the figures added during the last six months of 2013, but went all sketchy when pushed for exact figures.