The BT-owned EE is rolling out its revamped TV over broadband offering, which delivers live and on-demand services streamed to a choice of set-top boxes that includes a customised Apple TV – a first for the UK.
The new IPTV service continues the firm’s replacement of the BT brand with EE and ditches the aerial while still offering free-to-air and premium channels in a range of packages starting at £18 a month on top of the required EE broadband subscription.
Unlike rival services from Sky and others, EE TV is available with a standard “mini” box, a “pro” box that includes a hard drive for recording live TV or on the popular Apple TV set-top box, all for the same cost.
EE has partnered with Apple to produce an EE TV app with live streaming and on-demand content, a custom EE-branded remote including TV guide button, and automatic setup for the Apple TV box.
EE has streamlined the TV interface with quick access to live channels and third-party apps such as BBC iPlayer, plus a unified search to find content across multiple platforms and free multi-room TV with additional set-top boxes at no extra cost.
All 24-month contracts come with live free-to-air channels and catchup, with a range of additional services and premium channel packages available costing between £4.99 and £76, with customers able to flexibly add or remove packages on a month-to-month basis.
“A focus on choice and flexibility helps meet the needs of the price-conscious consumer, while at the same time it brings a new live TV experience to Apple TV 4K,” said an analyst, Paolo Pescatore, at PP Foresight.
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The new TV boxes are part of EE’s diversification beyond phone and broadband into consumer electronics retailing and other areas, including a new EE ID system similar to logging into services with Apple or Google.
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