Telecoms giant EE has launched its new service, EE TV, aimed to offer a flexible TV experience for UK homes.

A first-of-a-kind offering, which includes flexible content packages. replaces BT TV after its £12.5 billion acquisition by the telecoms company.

EE has also partnered with Apple to produce an EE TV app with live streaming and on-demand content, alongside a custom EE-branded remote, and automatic setup for the Apple TV box.

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The new offering allows customers access to over 70 Freeview channels, a Netflix subscription, as well as premium channels from Sky, Eurosport, TNT Sports and Discovery.

However, the service also offers Prime Video and Now, for an additional fee, with Disney Plus set to be available soon.

“The launch of EE TV is one of the first significant strides we’re taking since launching New EE,” CEO Marc Allera said. “The service is built for busy households, and we believe it will elevate the TV experience for consumers across the UK.”

The news comes as Allera recently revealed revealed customers are “not sentimental” about losing the BT brand.

He continued: “We’re effectively rebranding a national institution.

“Most are aware of the changes and they understand it” claiming the telecoms business has not “seen much resistance”.