EE has ventured into the world of TV with a new service whose interface is designed to emulate smartphones and whose offerings include live as well as recorded channels.
The telecoms giant, owned by Orange and Deutsche Telekom, has 70 Freeview channels with a 24-hour replay service.
Consumers can also stream and download content onto four devices at any one time – such as tablets, laptops and smartphones – and a multi-record feature allows for the taping of up to four programmes simultaneously.
An on-demand service offers 10,000 TV programmes and movies – in a package that is free to new and existing EE mobile customers who also have the firm’s broadband £9.95 monthly plan.
It is expected to position itself against competitors such as BskyB, Virgin Media and BT, the latter of which is returning to the consumer mobile market next year, Reuters reports.
Currently the only catch-up channels available on EE TV are BBC iPlayer and Demand 5, though the firm said more are reportedly coming soon.
Despite entering a saturated market, Olaf Swantee, CEO of EE, said the company is at the forefront of changing consumer attitudes.
“Today we’re announcing the most advanced TV service the UK has ever seen. How, where and when people watch TV and movies is changing, and mobile technology is driving that change," he said.
“With EE TV, not only can you watch different streams of live and recorded content, on multiple screens simultaneously, but your mobile becomes the remote.
“This gives each viewer the chance to watch, queue and view what they want, when they want. It’s a completely new way to enjoy your favourite programmes, films and internet content.”
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