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Cellcom said it will be the first in Israel to offer its
multi-channel television, including broadcast channels and video
on demand content, on Apple TV's streaming service at no extra
charge.
Cellcom is a newcomer to the Israeli television market. Seeking
new streams of revenue, it launched a low price, Internet-based
service last year that competes with cable company HOT and
satellite TV firm YES, a subsidiary of Bezeq.
Cellcom has now surpassed 100,000 subscribers, still well below
YES and HOT. But Cellcom added 12,000 subscribers in the last
quarter while the other two services lost clients.
"We had a mission to change the TV market," Cellcom Chief
Executive Nir Sztern told a news conference. "This move enables
clients to disconnect from the set-top box. We need to bring
broadcast over IP (Internet protocol)."
In the United States, Time Warner offers some customers the
option to swap their cable box for a Roku streaming player.
(Reporting by Tova Cohen)
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