Microsoft has apologised for the Sky Player debacle that saw it launched and then immediately yanked from Xbox Live.
The platform holder put the troubles down to "demand" and promised to roll out Sky Player in "phases" to ensure it actually works second time around.
A company statement reads: "Sky Player on Xbox 360 launched on Tuesday 27th October and was met with phenomenal demand, with many tens of thousands of customers attempting to sign-up within the first hour of launch.
"Unfortunately due to the unprecedented levels of simultaneous demand, we did not have the capacity to satisfy all service requests and therefore temporarily suspended all access to the service. The rollout will be implemented in phases to ensure that consumers experience both a smooth sign-up process and high-quality experience.
"We apologise to all customers that have not been able to experience Sky Player on Xbox 360, we assure them that this is being rectified and we thank them for their patience."