Sky Italia has launched an OTT platform enabling viewers to access its premium service directly through the internet without the need for cable, satellite or IPTV.

The introduction of the Sky Online TV Box follows the launch of a similar service in Germany last October. The set-top was developed by Sky in cooperation with Roku.

Until now, Sky Online was only available on PCs, tablets, game consoles, and some smart TV sets, but the introduction of a dedicated set-top box makes access with an internet connection possible on any TV set.

“Pay-TV in Italy still has wide growth margins and with Sky Online TV Box we think we’ll be able to reach out an even broader Italian audience and bring them a selection of Sky’s quality content, those we have been delivering for 12 years, by addressing new and different audience targets from the families who choose to subscribe to Sky to enjoy the most engaging and richest viewing experience in Italy,” said Andrea Zappia, CEO of Sky Italia.

“TV has never been so beautiful. The quality and range of content we now offer is the best ever thanks to our home-grown productions, and also to the widest exclusive offering of TV Series and films from the United States: from Disney to 20th Century Fox, from Sony all the way to Paramount, as well as the best Italian productions. Today streaming TV can boast over 1.5 million users in Italy, people who want to enjoy quality TV with the user experience that only Sky can offer. And such a base is expected to rapidly grow in the future and thanks to a simple, versatile and innovative device such as the TV Box, Sky Online will make its contribution to the development of this sector and we are convinced it will do so as a leader”.

Sky Online TV Box is available at €49.99 with one month of Sky Cinema and Entertainment included and the possibility to view both tickets at only €1 for the second month. After the second month customers will be able to choose, contract-free, what to watch: Cinema, Entertainment or Sport event-per-event.

The TV Box can be purchased online from Sky, on, in Euronics, Feltrinelli, Mediaworld, Mondadori and Unieuro stores and in Mediaworld best point of sales.

Sky Online TV Box also gives access from the store to other partner apps, including Facebook, Spotify, Vevo, Vimeo, Red Bull TV, Wall Street Journal, Tune In Radio and Roku Player, with more apps to be added in the coming months.