The BT-owned EE is rolling out its revamped TV over broadband offering, which delivers live and on-demand services streamed to a choice of set-top boxes that includes a customised Apple TV – a first for the UK. The new IPTV service continues the firm’s replacement of the BT brand with EE and ditches the aerial while still offering free-to-air and premium channels in a range of packages starting at £18 a month on top of the required EE broadband subscription. Unlike rival services from Sky and others, EE TV is available with a standard “mini” box, a “pro” box that includes a hard drive for recording live TV or on the popular Apple TV set-top box, all for the same cost. EE has partnered with Apple to produce an EE TV app with live streaming and on-demand content, a custom EE-branded remote including TV guide button, and automatic setup for the Apple TV box. EE has streamlined the TV interface with quick access to live channels and third-party apps such as BBC iPlayer, plus a unified search to find content across multiple platforms and free multi-room TV with additional set-top boxes at no extra cost. All 24-month contracts come with live free-to-air channels and catchup, with a range of additional services and premium channel packages available costing between £4.99 and £76, with customers able to flexibly add or remove packages on a month-to-month basis. “A focus on choice and flexibility helps meet the needs of the price-conscious consumer, while at the same time it brings a new live TV experience to Apple TV 4K,” said an analyst, Paolo Pescatore, at PP Foresight. The new TV boxes are part of EE’s diversification beyond phone and broadband into consumer electronics retailing and other areas, including a new EE ID system similar to logging into services with Apple or Google.