Sky TV has announced that it is not the preferred bidder for the broadcast rights of the 2019 Rugby World Cup.

Sky TV has revealed its future plans to offer customers unbundled content, online only access and an Apple TV-style box – all while keeping its satellite subscription service.

Sky executives have outlined the end of linear television and its willingness to embrace new viewing trends.

Over the next 12 months, Sky plans to launch an array of cheaper options designed specifically to appeal to users who have made the transition from linear television viewing.

SKY TV Sky TV will introduce a puck, similar to Apple TV, but has not yet said how much it will cost. (Slide taken from investor presentation).

It includes the release of a new puck, similar to the Apple TV unit, that will give users access to Sky products such as Fan Pass and Neon.

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At a media event announcing the strategy on Thursday, Sky did not specify the price of the puck, but it could be available at retail stores or as part of a budget subscription deal, similar to the approach used for set-top boxes.

TOM PULLAR-STRECKER/STUFF Sky has announced it will soon offer online only linear packages. alongside its satellite service.

A third option of accessing Sky content via an app on a mobile device or a tablet will be available for those not interested in hardware.

Sky has also suggested a drop in the price of Neon as well as the introduction of a lower priced mobile-only option.

This mobile-only option will also come with the promise of cheaper access to sports content.

SKY TV Sky TV announces new options which is likely to bring cheaper options for its customers. (Slide taken from investor presentation.)

Head of strategy at Sky George MacFarlane said the new sports-based product would be cheaper than any other option the network provides currently.

MacFarlane said the Chromecast functionality would be switched off to stop users watching it on a larger screen, which will keep the price lower.

A new version of Sky Go launches on Monday as both a site and an app which is hoped to bring a better user experience to its customers.

MORE DETAILS OF SKY'S STRATEGY

* Sky will offer online only linear packages.

* There will be a service delivered by 'puck' – an Apple TV-style and Android-powered device.

* They will embrace other services, and future packages could include Lightbox, Netflix and MLB or NBA league pass.

* The satellite will remain as a premium product and providing service to their customer base while preserving access to customers who are not technologically savvy or have bad internet.

* All new services will be significantly cheaper - between $15 and $30.

* A new operating system will provide a Netflix-style interface for both linear and on demand television - the grid-centric style will remain for customers who prefer it.

* The new HBO deal has full streaming rights to its entire catalogue, enhancing Neon's product.

* Neon will provide a TV-only option, at a discount to the full stack TV and movies offering.

* Sports will remain largely bundled, but pricing options like with Fan Pass.