Its official launch was on 17 July 2012, initially providing films, putting it in competition with Lovefilm and Netflix. Now TV was unveiled by Sky UK in March 2012, and designed for people who have no existing pay TV subscription. The Sky Picnic proposal was ultimately suspended by the internet-based Now TV platform. Whilst the service was cleared to launch in 2010 it never officially launched, Sky having put it on hold in 2008. It was first proposed in 2007 but was subject to a public consultation by Ofcom. There would also be two further daytime channels: a factual channel and a children's channel.
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The proposal detailed replacing Sky's three free-to-air channels ( Sky News, Sky Sports News and Sky Three) with five pay TV channels: Sky Sports 1, Sky Movies SD1 plus Sky One during the evening with one hour of Sky News content. Sky Picnic was a proposed pay television service which would have sat alongside Freeview and Top Up TV on the digital terrestrial television (DTT) platform in the United Kingdom. It is separate from and not viewable through the Sky Go Internet service, or via Sky's digital satellite television service Sky Q. The service is available to consumers through retail Roku-based Now TV digital media players (in both set-top box and HDMI dongle form factors) as well as via an app on computers, various mobile devices, some game consoles and set-top boxes. Differing passes offer films, sports and entertainment from Sky such as material from Sky Atlantic and Sky Cinema, and from British and American licensed third-parties such as Fox. The service offers "passes" for various types of content, for a monthly fee on a pay-as-you-go basis. Now offers both live streaming and video-on-demand without a contract. Launched in the United Kingdom in 2012, the service is also available in Ireland, Italy and Germany. Now (formerly Now TV and often stylised as NOW) is a subscription over-the-top internet television service operated by British satellite television provider Sky.
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