To recap, the streaming box is a small device that plugs into the back of your television and connects to your wireless network. TV channels are streamed over the internet and into your home. On the Now TV box (or the Roku on which it is based) there are a handful of free channels - Sky News, BBC News, RT and so on - plus some weird and wacky stuff. Additionally, you can watch Sky Sports for £9.99 a day (!) or Sky Movies for £8.99 a month.
But now Sky have introduced an 'Entertainment pack'. This gives both live and on-demand access (there are some restrictions) to 10 channels: Sky 1, Sky Living, Sky Atlantic, Sky Arts 1, Comedy Central, Gold, Discovery, MTV, Fox and Disney Channel. The price is just £4.99 a month for people who sign-up before 31st March 2014; Sky are not saying, but presumably the price will increase thereafter.
Just to be very clear - this does not use a Sky dish. Everything is done over the internet, but you don't have to be a Sky broadband customer or indeed any sort of existing Sky customer. No doubt some people who do have a Sky satellite subscription will switch to this lower cost service, but it should really appeal to people who maybe have Freeview or Freesat but who would like a limited selection of quality channels at an affordable price on top.
The terms and conditions are very generous. You are not restricted to Now TV or Roku boxes - it also works (or shortly will) on PCs, Macs, PlayStation 3, Xbox 360, iPads and iPhones. You are allowed to register four devices per household, and two can be in use at the same time. There is no long term contract - it is just 30 days at a time. So, even if the price went silly after the introductory rate ends, you are not tied in and your investment has been minimal.