TEL AVIV Nov 28 Cellcom, Israel's
biggest mobile phone operator, said on Monday it will offer
Apple TV as it launched its new Cellcom TV app.
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
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)