In fact NowTV looks to be the quiet contender for the best TV UX on the market right now.
The product design is beautifully simple. You sign up for one or more package(s). The packages are not categorised by price point (they're all the same) but instead by content type. Entertainment, Sport or Movies. But amazingly you're not tied to your choice and you can easily add other content types, even for a single day.
The service is available over any device and they even offer a set top box to plug directly in to your TV.
The menus are as simple as the remote. All extraneous functions have been hidden away.
In fact it's so simple I was left expecting something else to happen. My experiences with Sky, BT, Virgin and the other usual suspects has conditioned me to complexity. NowTV really is that simple and the UI design across iOS, desktop and set top is very high quality. Elements of the website signup could be improved, but generally speaking it's a killer product.