Sky has released the NOW TV Box, a new entry-level set top box that will provide access to its movies and sports broadcasts without a subscription.
The tiny square Roku-like device plugs into any modern television set and essentially turns it into a smart TV, hooking it up to the internet and providing a sharp UI.
It costs just £9.99, which provides you with access to a range of online channels. These include BBC iPlayer, Demand Five, Sky News, and NOW TV itself.
Of course, the NOW TV service requires additional investment to use. You can get a day pass to Sky Sports for £9.99, while Sky Movies will be free for the first 30 days, £8.99 a month for the next three months, and £15 per months thereafter.
You also get free access to a number of apps, including BBC News, Spotify, Facebook, and Flickr.
You might notice one major omission from that list - there's no Netflix. That's perhaps understandable given that the movie and TV streaming subscription service provides a direct threat to Sky, but it could be a deal breaker for some users.
But this affordable plug-in device makes the NOW TV service - not to mention internet access - available to tens of millions of unconnected TV sets.
Sky's NOW TV Box is available now through the NOW TV website.
Next, read our best TVs of 2013 round-up.