It has been announced this week. Cellcom, the Israeli mobile phone operator, will offer a multi-channel TV service to Apple TV. Both broadcast channels and video-on-demand (in a low-cost service) are offered with cable company Hot and satellite firm Yes.

Nir Sztern, Chief Executive at Cellcom, said: “We had a mission to change the TV market. This move enables clients to disconnect from the set-top box. We need to bring broadcast over IP (Internet protocol)”.

According to the company, content will be offered on the streaming service of Apple TV at no additional charge. Customers will be able to authenticate once with a Cellcom subscription and can watch content in multiple apps. Having a number of more than 100000 subscribers, Cellcom has gained in around 12000 subscribers during the last quarter.