EE has launched its own TV service, revealing the ambitions of UK’s largest mobile operator to compete in the growing quadplay market.
Introduced by EE as “the UK’s most advanced TV service”, EE TV will offer 70 Freeview channels and unique 24-hour replay, with additional on-demand channels and catch-up channels, including more than 10,000 TV series and movies.
At the heart of the new product, however, is its ability to integrate with smartphones and tablets, so that not only can content be viewed on up to three additional devices, but these devices can also be used as remotes for controlling content broadcast from the TV box through the EE TV app.
Olaf Swantee, the CEO of EE, describes the new product as a “service that has mobile at its heart, and makes the TV experience more personal than ever before”. Major Internet video applications including BBC Sport and BBC News, DailyMotion, YouTube and The Weather Network will also be available at launch.
“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,” says Swantee.
According to EE, this is just the beginning. While the EE TV service is one of the most advanced available in the United Kingdom, the mobile operator will soon be utilising its 4G network - the biggest and fastest in the UK – to provide EE TV on mobile devices ‘on the go’ independent of the TV box.
This will give EE an even greater foothold in the quadplay market in which mobile and fixed voice, broadband and television services are offered. According to the company, more than 50% of their 4G network activity is already made up of video content.