EE is pushing further into the telly space with a brand new streaming app that brings popular channels and platforms all under one roof.
The network provider has vowed to quash squabbles over what to put on the telly, and who gets priority when it comes to the internet on a Friday night with its latest announcements.
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The TV app, named EE TV, will put Netflix, AppleTV+, Sky Sports, TNT Sports (formerly BT Sports), Now TV and Discovery+ in one place for subscribers with multiple paid-for packages.
It will also host the ‘normal’ TV channels, including all the content on BBC iPlayer, ITVX, More4 and Channel Five.
BT customers are set to automatically gain access to EE TV in the coming months, BT executive Sharon Meadows explained.
But it will also feature on AppleTV+, thanks to a partnership between the two companies.
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As a major perk, multi-room viewing has been thrown in free of charge.
“Existing BT customers will transfer to EE TV in the coming months with no change to their package, they can even use the same BT top box,” Meadows said during the announcement.
“You’ve already paid for the content.
“So we’re including multi-room with no extra charges and doing our bit to minimise arguments in homes across the country.”
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EE serves more than 25million mobile and broadband customers across the UK.
CEO of EE Mark Allera said the app’s announcement, alongside the unveiling of new Wi-Fi perks and a EE ID platform, formed part of the company’s efforts to make the brand more relevant to consumers.
Independent technology analyst Paolo Pescatore said the changes at EE signal the gradual “disappearance of the iconic BT brand on the high street and in people’s homes.”
“Strategically, this puts the new EE in pole position compared to its traditional telco rivals,” he continued.
“Others have their own challenges and will fall further adrift given the need to be more flexible and agile in a radically converged and cut-throat marketplace.
“This will force them to accelerate their own efforts, platforms, mindset, and strategic vision.“
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