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BSkyB said Monday that its Now TV broadband-only service is this week launching a new weekly sports package as it continues to offer more options for consumers who don’t sign up for its traditional pay TV packages.
BSkyB, in which Rupert Murdoch‘s 21st Century Fox owns a 39 percent stake, said that starting this Thursday, the weekly package, dubbed Sky Sports Week Pass, will cost $18.44 (£10.99) for a limited time. That will give users access to all sports channels operated by the firm.
The company also will reduce the cost of its day pass for sports programming from $16.76 (£9.99) to $11.73 (£6.99). In late November, the cost of the weekly pass will rise to $25.15 (£14.99).
The promotion launches ahead of the new English Premier League soccer season, which kicks off on Saturday and is a key content offering from BSkyB, with U.K. telecom giant BT also airing some games.
Now TV also offers monthly entertainment and film packages at $8.37 (£4.99) and $15.08 (£8.99) to better compete with such online video service providers as Netflix and Amazon. BSkyB launched Now TV about two years ago in a bid to reach out to people who don’t subscribe to its pay TV services but still want access to key programming at certain times.
Now TV has allowed BSkyB to report 264,000 TV subscriber additions for its recently ended fiscal year, its highest figure since 2010. However, it doesn’t break out the number of traditional TV and Now TV subscribers.
“This a great time to be giving sports fans even more choice,” said Gidon Katz, director of Now TV. “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. Now fans simply have to decide if they want to snack on a day pass or feast on a week’s sport for just £10.99.”