EE has today launched its new television service, allowing customers to access live and recorded Freeview, on-demand and catch-up across multiple devices simultaneously.
Developed with the aim of putting mobile “at the heart” of the TV experience, EE TV allows users to watch programmes on their main TV set, as well as up to three smartphones or tablets at the same time in the home.
The service aims to make programme clashes a “thing of the past”, allowing users to stream live and recorded content directly from the box’s hard drive using a remote EE TV app; while a ‘MultiRecord’ feature will allow the recording of up to four separate programmes.
In addition to Freeview HD, EE TV will launch with a number of catch-up and on-demand services, and video apps – including YouTube, BBC iPlayer and Demand 5.
Major apps including MUZU, Box +, YouTube, BBC Sport, BBC News and The Weather Network are also available, with further partners confirmed to join the service in the coming months.
The “powerful” TV service incorporates a companion app that delivers the “simplicity of a smartphone or tablet touch screen experience”. This enables access to a menu that includes the TV guide, recordings and on demand services.
Commenting on the launch, Matthew Walters, senior consultant at Decipher, said there are two key developments that the industry should be excited about – one a reality, one potentially a reality.
“The first is the ‘Replay’ PVR feature,” he told MediaTel. “In a stroke this blurs the lines between what we’ve come to know as ‘time-shifted’ and ‘VOD’ content. This type of functionality is still highly contentious, and is likely to require the permission of the broadcasters, but is really compelling from a consumer’s point of view.
“The second thing, a bit of a known unknown at this point, is what EE plans to do with its new and existing customer data. EE now has the opportunity to integrate its mobile/broadband customer data with EE TV usage data. To do this would be to break new ground for free-to-air products in the UK, giving EE the chance to create new and interesting insight and advertising formats that could be offered to marketers.
“It’s not clear whether EE can or will deliver this, but bridging the distinction between users and audiences would be both a technical and marketing achievement that would truly mark out the EE box as new and different – both to users and to marketers.
Walters added that the launch of EE TV confirms that the concept of the connected PVR is in rude health. “For the first time in the UK, a PVR now offers a ‘whole home’, Wi-Fi-enabled, cross-device live viewing experience on par with those enjoyed by some US consumers,” he said.
The EE TV smart box, worth £300, is free for all EE mobile customers who sign up to an EE Broadband plan with eligible plans priced between £10 and £30 per month.
