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Sky’s NOW drops the TV

Streaming service has also dropped the phrase 'passes' in favour of 'membership'

Sky’s streaming platform has been rebranded as NOW, which the broadcaster says “reflects how brilliant simplicity meets brilliant entertainment”.

It has also dropped the phrase ‘passes’ and is encouraging subscribers to join the community with a NOW Membership across its different genres: Entertainment, Cinema, Sports, Kids and hayu.

Marina Storti, managing director at NOW, said: NOW has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love.

“By moving from NOW TV to NOW, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment.”

NOW is available on over 60 devices and across three countries in Europe including Italy, ROI and Germany (Sky Ticket). The NOW rebrand is led by the UK and will be adapted and rolled out to Italy and ROI at the same time.