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EE hopes its new integrated TV service will allow it to steal a march on rival television and broadband providers.

Olaf Swantee, Chief Executive at the firm, described the service - which works in conjunction with mobile devices -  as "the most advanced the UK has ever seen".

He said the way Brits watch TV and movies is evolving, and mobile technology is driving that change.

“As the UK’s biggest and fastest network, with more than 25 million customers, we have unrivalled insight into people’s changing viewing habits," Mr Swantee added.

"It’s helped us create a service that has mobile at its heart, and makes the TV experience more personal than ever before."

He explained that, with EE TV, viewers will be able to watch different streams of live and recorded content on multiple screens simultaneously.

They will have access to Freeview channels, catch-up services and on-demand films and shows, whether they are watching on a TV set, 4G tablet or smartphone.

Consumers' mobile devices become the remote control, giving each viewer the chance to watch, queue and view content when they want.

"It’s a completely new way to enjoy your favourite programmes, films and internet content," the EE CEO added.

Subscribers will be able to access EE TV via an advanced TV box, which has been developed to mimic the simplicity of a smartphone user interface.

It comes with a variety of features, including Multiscreen, Replay, MultiRecord and the EE TV app, designed to provide the best possible user experience.

Worth £300, the EE TV smart box will be free for all mobile customers who sign up to an EE home broadband plan.

Eligible plans start from just £9.95 per month and include free weekend calls and unlimited broadband with speeds of up to 17Mb.

Unlimited fibre broadband plans are also available, with up to 38Mb speeds available from £19.95 per month and 76Mb from £29.95 per month.

Customers on existing pay monthly mobile plans who sign up for EE TV and home broadband will also receive a 4G data allowance boost.

Their usage cap will increase to 10GB or 20GB per month depending on their plan.

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