Apple has added a couple of new channels to the Apple TV for UK users. The addition of Sky Sports (provide through Now TV) makes live sports available to UK owners of Apple TV for the first time without the need for a cable subscription. Users can buy £9.99 day passes and get unlimited access to all six Sky Sports channels encompassing the Barclays Premier League football matches, cricket, F1 racing and more.
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Now TV and Sky Sports are both owned by the same parent company BSkyB, which makes this deal possibly. Compared to a monthly cable subscription, the day-pass option is not cost-effective but it may be enticing to some people who only want to watch certain events across the year.