EE has become the latest UK broadband provider to launch its own TV service, clearing the way for quad-play bundles consisting of home broadband, mobile services, landline calls and TV.
The firm will go head-to-head with the likes of BT, Virgin Media, Sky and TalkTalk by moving into the television sphere with a service dubbed EE TV.
EE's 775,000 home broadband users will receive a set-top box for free, allowing them to enjoy 70 Freeview channels, catch-up services - including BBC iPlayer and Demand Five - and other premium content.
EE mobile customers can get on board if they add broadband to their bundle for £9.99 per month.
Around 10,000 TV shows and films will be available on-demand, although viewers will not have access to Sky or BT TV services.
EE says the new product "will merge smartphones, tablets and TV", with viewers able to access content on up to three connected devices.
Customers on existing EE pay monthly mobile plans who sign up for EE TV and home broadband will also be bequeathed a higher 4G data allowance.
Depending on their plan, this will increase to 10GB or 20GB.