EE has just launched its new EE TV service, which challenges industry heavyweights like Sky TV and Virgin Media. The telly service offers access to more than 70 Freeview channels, a Netflix subscription, as well as premium channels from Sky, Discovery, Eurosport, TNT Sports, and more.
As you watch, EE will begin to personalise its recommendations — automatically presenting shortcuts to your most watched channels, alongside films and sports that are just about to start, so you don't miss the start in the headache of finding the right channel number or streaming service.
As well as the content bundled with your subscription, you can sign into existing streaming services, like Prime Video, to watch exclusive shows and movies without navigating out of the EE TV service. Disney+ isn't available at launch, but will be coming soon, EE says.
EE TV is available in three flavours: a custom-designed remote control and app for the Apple TV 4K streaming box; an EE TV Box Pro box designed by the mobile operator that can pause and rewind live television and boasts enough space to store 600 hours of telly; the EE TV Box Mini, which is compatible with 4K Ultra HD but doesn't have a built-in hard-drive to record shows.
Multi-room viewing comes as standard with all EE TV bundles. That's a clear differentiator between the phone operator's solution and Sky TV, which charges £12 per month for its Whole Home add-on to watch live and on-demand shows in multiple rooms.
EE says its compact EE TV Box Mini is the best solution to watch live and on-demand content in bedrooms, kitchens, playrooms, and other TVs dotted around the home.
EE TV Box Pro (pictured) is the flagship new hardware to accompany the all-new service, with space for 600-hours of recorded telly, the ability to record from 4x channels simultaneously, pause and rewind live television, and support for Dolby Atmos and 4K Ultra HD
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Like Sky Stream and Sky Glass, not to mention Virgin Media's Stream box, EE will let you switch between the bundle of channels available on your box every month. That means you won't be locked into the same subscription for two years. It also means you can unlock Sky Cinema channels during the summer blockbuster season, before switching to Sky Sports when the Premier League restarts.
Speaking about the launch, EE CEO Marc Allera said: "The launch of EE TV is one of the first significant strides we’re taking since launching New EE. The service is built for busy households, and we believe it will elevate the TV experience for consumers across the UK."
EE has collaborated with Apple to build a dedicated EE TV app for the Apple TV 4K, which offers access to the same selection of channels, catch-up services, streaming apps and more, as well as a custom-designed remote with a new Guide button to launch into the TV Guide with a single tap
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Both the EE TV Box Pro and EE TV Box Mini feature a sleek design, developed in collaboration with renowned hardware designer, Tej Chauhan, who has previously created products for Joseph Joseph and Motorola. The shells of both set-top boxes are built from 95% recycled plastic, with box packaging being both recycled and recyclable.
For those who would rather watch on an Apple TV 4K box, you can download the EE TV app from the App Store. EE has also built a custom remote control, which can be used to navigate the on-screen menus instead of the Siri remote, with a dedicated Guide button that launches the TV Guide within the EE TV app – so you can immediately jump into live telly or on-demand shows.
All 4 TNT Sports channels, with exclusive Premier League games and every match of the UEFA Champions League. Includes discovery+ Premium, and Eurosport 1 and 2
Unmissable entertainment, award-winning dramas and HBO box sets on Sky Atlantic, Sky Max and more with NOW Entertainment. Includes a Netflix Basic plan, discovery+ Basic and Discovery Channel
Unmissable entertainment, award-winning dramas and HBO box sets with NOW Entertainment. Includes 11 Sky Cinema channels with NOW Cinema, a Netflix Basic plan, discovery+ Basic and Discovery Channel
All 11 live Sky Sports channels with NOW Sports. All 4 TNT Sports channels with exclusive Premier League games and every match of the UEFA Champions League, discovery+ Premium, and Eurosport 1 and 2
The complete package with all 11 live Sky Sports channels, 11 Sky Cinema channels and Entertainment channels with a NOW Membership. Plus, your NOW channels in Full HD with NOW Boost. All 4 TNT Sports channels in Full HD and access to TNT Sports Ultimate in up to 4K HDR, a Netflix Standard plan, discovery+ Premium, and Eurosport 1 & 2
You can also pick and choose from a number of other streamers available on EE TV...
Anyone who joins the new EE TV service will be able to enjoy six months Apple TV+ at no charge.
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As well as the launch of the new hardware and EE TV service, today also marks the day that all existing BT TV boxes — the predecessor of the service — will be automatically updated and rebranded as EE. Prices and TV bundles will remain unchanged, but BT TV customers will need to get used to seeing EE branding splashed all over their screens.
Additional reporting from Martyn Landi, PA Technology Correspondent
