BSkyB is rebranding its Sky by Broadband service as Sky Anytime on PC and expanding the range of its downloadable entertainment content to include sport and popular Sky One shows such as Lost.
The service will also rebrand the mobile phone service as Sky Anytime on Mobile before the end of the year.
The third season of Lost will be available for £2.50 per episode, with viewers able to watch the shows as many times as they want. Other Sky One shows including Stargate SG-1 and Weeds will be available on a pay-per-view rental basis. A Sky Box Office service will offer at least 30 movie titles at any one time.
Griffin Parry, broadband and mobile director, says: "Sky Anytime is core to our plan to deliver entertainment on demand across platforms making it easier for Sky TV customers to enjoy whatever they want, whenever they want."
More than a million downloads have been sold since the service launched in January this year. It is available to customers with Sky subscriptions.
The rebrand follows the launch of a Channel 4 service, 4oD, which allows viewers with a broadband connection to watch any Channel 4 programme online. The service, availble from December, will allow users to buy material for between 99p and £1.99.