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Microsoft has said that it is "investigating" the technical problems delaying the launch of Sky Player on Xbox Live.
Offering live and on-demand content, the service was initially scheduled to go live at 10am this morning.
However, there have been widespread reports that clicking on the Sky Player icon currently available on Xbox Live simply brings up a rolling advert for the service and a message which says, "Coming later today".
Writing on his Major Nelson Twitter page, Microsoft's Larry Hyrb said: "UK Xbox Live Members: If you are having trouble w/ the Sky Player, we are aware of the issues and are investigating."
The problems appear to stem from the Sky servers as Sky Player is experiencing technical issues across all of its available platforms.
Update: Microsoft has confirmed that the Sky Player service has now been removed from Xbox Live but will hopefully launch tomorrow.
In a statement, the company said: "The Sky Player on Xbox 360 service did successfully launch early this morning, it has subsequently been suspended due to an unforeseen technical issue.
"With so much excitement and interest in the service, we'd much prefer to ensure that our customers enjoy the highest possible quality of service.
"We would like to take this opportunity to apologise to our customers who have attempted to access the service today. Sky Player engineers are hard at work to resolve the problem - we expect to have the full service available tomorrow."
