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Sky has launched a streaming TV to better position it in the battle for the Future of TV in the long term. 

On launch, Sky Glass will be the only TV on the market packaged with Sky inside. It represents a shift for the company, marking the end of the satellite dish and set-top box. It will instead deliver content over wifi.

It will be packaged to users “like you buy your mobile phone with flexible payments.” It starts at £39 per month to get the 43-inch Sky Glass TV plus the basic Sky package and Netflix. It’s an additive cost for existing customers keen to upgrade. 

Available in five colors and three sizes, and fitted with ultra HD tech and built-in 360° Dolby Atmos sound, Sky is hoping to stand out in the competitive battle of TV. It is arguing that it is making “clutter a thing of the past,” consolidating many tech devices into one. Users can also speak to their TV by saying ‘Hello Sky.’

An important point that Sky points out is that it now has involvement in the entire TV supply chain, from production to connectivity, curation and now the hardware it can be distributed to.

Dana Strong, group chief executive of Sky, said: “Sky Glass is the streaming TV with Sky inside, providing the total integration of hardware, software and content. Built on over 30 years of understanding what our customers want, this is a TV that only Sky could make. We believe this is the smartest TV available, and that customers will love it.”

It will be available to buy in the UK from October 18 and will launch in Sky’s other European markets from 2022. 

Visit The Drum tomorrow where we will be interviewing Sunny Bhurji, marketing director at Sky, about what will be the organization’s biggest-ever marketing campaign with some big names attached.