Sky unveiled the Now TV streaming service <a href=http://www.flatpanelshd.com/news.php?subaction=showfull&id=1332428538><b>in March</b></a>. Today, the UK TV provider is launching the video-on-demand service to take on Netflix and Lovefilm in the UK.<br /><br /><h3>Not TV launches in UK</h3>Now TV is launching today as a á la carte on-demand service that also offers a full all-you-can-eat subscription plan. Initially, Now TV will be available on PC, Mac OSX and Android. It will be arriving on Apple iOS later this month, followed by Xbox 360, PS3, and Roku later this year.<br /><br /><p align=center><img class="imgresponsive" src=pictures/nowtv.jpg><br>Skyâ€™s Now TV streaming service is now available in the UK</i></p><br />Now TV does not require UK customers to have an existing TV subscription. Anyone can rent a movie costing from between 99p and ÂŁ3.99, or users can opt for the full subscription plan that costs ÂŁ15 per month.<br /><br />At launch only movies will be available but TV series and sports, included the Premier League & Champions League, will be added later on. With Now TV, Sky hopes to challenge Netflix and Lovefilm on the UK market.