Sky's streaming service Now TV has been rebranded as just 'Now' as part of a major new marketing push.
The service - launched in the UK in 2012 - offers a range of live streamed channels and on-demand content on a no-contract, monthly basis.
As part of the revamp, Now TV's monthly "passes" are being replaced by Now 'memberships', which start at £3.99 a month and cover genres including entertainment, sport, cinema and kids.
"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," said Marina Storti, MD at Now.
"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."
The Now rebrand will also roll out to customers in the Republic of Ireland, while 'Sky Ticket' in Italy will also adopt the same branding.
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