EE has boosted its fledgling TV service with the addition of 25 new channels following a partnership with streaming service TVPlayer.
The tie-up brings new film, sports and entertainment content to EE TV, as well as documentaries and children’s programming.
The new channels include British Eurosport, Gold, the Discovery Channel, Cartoon Network and the Sony Movie Channel.
New and existing EE TV customers can access the new channels on demand for £4.99 (€7) per month, with catch-up content to be added “in the coming weeks”.
The operator has yet to disclose how many customers have signed up to EE TV so far.
EE TV launched in October last year, with the company putting its faith in customer experience and functionality rather than premium content.
New sharing and personalisation features were integrated into the platform in August.
At European Communications' OTT/Digital Content seminar last month, EE TV Senior Manager Jake Redford said the biggest learning was that if you give on-demand and catch-up services equal billing with traditional TV then customers will use them frequently.
Simeon Bird, Director of EE Broadband & TV, said: "EE TV customers have always loved being able to pick and choose premium channels without the commitment of a fixed contract or a hefty monthly fee.
“These 25 new channels offer something for everyone, whether you like sport, documentaries, lifestyle shows, or want to keep the family entertained. It’s a great addition to EE TV’s On Demand section, which already contains a huge range of movies, entertainment, music, kids and international content.”