EE TV to launch new features as streaming battle hots up

http://www.theguardian.com/media/2015/aug/20/ee-tv-new-features-personalisation-search

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Mobile operator EE is to unveil a host of new features to its fledgling TV service in its biggest update since launch, as the battle in the crowded streaming and on-demand television market intensifies.

The UK’s biggest mobile operator is the third company to announce new TV service features this week, following Sky and the BBC.

EE will next week launch new features a “My TV” section to allow viewers to personalise their TV experience with options for favourite programmes and channels.

Other innovations include a companion screen function, so viewers can use a second screen for additional information and interactivity relating to shows they are watching.

There will also be a major improvement in search functionality on the EE TV app and set-top box.

EE has also struck deals for a number of new channels to appear on the service, notably film channel Mubi at £4.99 a month, and news channel France 24.

“The new EE TV features take the personalisation capability that all smartphone and tablet owners are familiar with, and incorporates it to create what we believe is the best multi-screen TV service available today,” said Simeon Bird, director of home broadband and TV at EE.

The company would not reveal EE TV user numbers, or usage statistics, but said that it was succeeding in the strategic aim of making its broadband service more attractive to customers.

EE reported 919,000 broadband customers as at the end of June, adding 50,000 in the first quarter and 35,000 in the second quarter.

However, the company’s financial results show that it added 30,000 broadband customers in the second quarter last year when EE TV did not exist.

This would seem to indicate that the EE TV service is not yet pulling in significant numbers of new customers.

The company said that the most popular shows that users like to record are, unsurprisingly, some of the UK’s most popular soaps – Coronation Street, Hollyoaks and EastEnders.

EE, which is forging ahead with its TV service despite the future uncertainty of strategic direction when BT’s £12.5bn takeover is complete, launched last November in a bid to take on rivals including Sky and TalkTalk.

In February, the company launched a multimillion-pound campaign featuring Kevin Bacon and stars of Channel 4’s Gogglebox to promote the service.