With more and more streaming services becoming available, audiences are spoilt for choice when it comes to viewing options.
Now, TalkTalk has entered the fray with the newly launched TalkTalk TV Store, and is hoping to set itself apart from the competition with what the company says are Britain's lowest prices.
The new pay-as-you-go service went live on Tuesday and offers the latest movies and TV shows to rent or buy.
Anyone, not just TalkTalk customers, can visit the new website or download the TalkTalk TV Store app, and watch the latest releases without having to sign up for a subscription.
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New film releases will cost from £3.45 to rent, and £8.99 to buy, while TV shows are on offer to buy from £1.89 per episode and from £5.99 per series.
A look at the new site as of the time of writing shows everything from the new Star Wars film to the latest Jennifer Lawrence-led drama, Joy, and new Steven Spielberg thriller Bridge of Spies available.
Interestingly, the service also seems to include Netflix original content, with Daredevil available in the TV section.
What's more, you don't need a set top box to use the service and there's the option to download your rentals for offline viewing, à la Amazon Prime Video.
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This latest venture is the result of TalkTalk acquiring streaming service Blinkbox last year. The company has now updated the platform with more than 7,000 new titles, all of which can be rented and watched on a range of devices, from laptops to phones and tablets.
Users can register up to five different devices and existing TalkTalk customers can watch one film or show on their TalkTalk TV while streaming or downloading another on their phone, laptop, or tablet.
TalkTalk TV Store also works with LG and Samsung smart TVs from 2012 onwards and supports Google Chromecast.
The move puts TalkTalk in direct competition with similar services from Sky, iTunes, Amazon Prime, and BT.
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Aleks Habdank of TalkTalk TV, said: “The launch of TalkTalk TV Store is an exciting step forward in our mission to offer the best film and TV content at Britain’s lowest price.
It’s all about choice and flexibility – you can opt for anything from Star Wars to Game of Thrones, only pay for what you watch, and switch easily between devices.
“It puts you back in control, as you can enjoy all the shows and movies you love on your own terms.”
What do you think about the TalkTalk TV Store? Let us know in the comments.