In a world where immediacy and on-demand are not just buzzwords, Sky's (LON:SKY) new entertainment set-top box could be just what's needed to boost the broadcaster's revenues.
That's the view of analysts after the launch of its Q wireless set-top box, announced today.
The new system is said to allow more "fluid" viewing, allowing customers to watch programmes on up to five screens and record four other channels.
The box can also be used as a wifi hub.
Sky's chief executive described it as a "new way for customers to experience TV on their terms".
The Q entertainment combines set-top boxes, hubs and apps that combine satellite and internet TV viewing.
One analyst said the new service could help Sky to lift its TV subscription mark through the £100 mark.
Not many people haven’t come across a Sky+ box, launched a decade ago.
It can pause live TV and record a certain amount of content, but the latest offering bids to tap further into the eclectic ways people absorb their media.
Despite the news, Sky shares eased 0.27% on the news to 1,086p.