Not sure I fully agree, Now Tv isn't actually much cheaper than sky, just has different subscription options to the same content. I.e. 24hrs, 7 days, 30 days if you look at sky sports as an example. Now tv looks more like a strategic offering to combat subscription services such as Netflix and Amazon Prime Video. If now tv are owned by sky they won't be fussed who's subscribing to sky or now tv, it'll all be priced into the different offerings. I can't see sky losing out any which way. Still think that now tv should be offering the now tv player on fire tv and fire tablet though.