Sky has today announced the launch of Sky Go, a new service that will enable its 10 million subscribers to watch live television channels on mobiles and online for free.

Launching on July 6, Sky Go brings together and rebrands two existing Sky services - online TV platform Sky Player and Sky Mobile TV.

Each Sky home will be entitled to register up to two Sky Go devices, including iPhones, iPads, PCs and Macs, to watch live channels and on-demand content.

All five Sky Sports channels will be available on smartphones and tablet devices, along with ESPN and Sky News. More channels will be added "over time".

On PC and Macs, customers will get access to more than 30 live channels, including all of the Sky Sports and Sky Movies networks, as well as Sky News, Sky1, Sky Atlantic, Sky Arts, MTV, Disney, G.O.L.D, Nickelodeon and ESPN. There will also be an "extensive" library of on-demand content.

In August, Sky Go will become available to non-Sky TV customers for a monthly subscription price ranging from £15 to £40. Sky Player will remain available on Xbox Live and Freeview service Fetch TV, but will rebrand as just 'Sky'.

Following Sky's acquisition of The Cloud earlier in the year, the company also intends to use the UK-wide WiFi network to support Sky Go at 4,500 public locations, including coffee shops, hotels and public transport hubs.

Stephen van Rooyen, deputy managing director of Sky's customer group, said: "The explosion of smartphones and tablets demonstrates the increasing consumer demand for accessing entertainment and communicating on the move.

"We have already responded to this by offering a range of services, including live TV, across many new innovative platforms and devices, like laptops and iPhones. Clearly the consumer appetite is there, and it's growing.

"In responding to that, and to create even more value, choice and flexibility for our customers, we are now going to offer online and mobile access to Sky content at no extra charge. The future support of a nationwide Wi-Fi network will help us supercharge that experience further still."