With the name of the service changing from Sky Anytime to , the company aims to tap into the popularity of the BBC's iPlayer and Channel 4's 4OD.
Today's rebranding coincides with a number of enhancements, such as the option to watch live programming from Sky News, Sky Sports News and each of the Sky Sports channels.
The design and navigation features of the website have been updated. Sky's mobile phone service will be re-named shortly, although the Sky Anytime TV will retain its name.
The Sky Player service also hosts 'progressive downloads', which allows subscribers to watch content as it downloads.
The renaming of Sky's online services, which first launched in January 2006, will be backed by a promotional campaign across the broadcaster's channels.
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