This week, EE announced plans to add an own-branded TV service to its existing home broadband, mobile broadband and mobile phone services.
At the heart of its move into territory long ago staked out by Sky, Virgin Media, TalkTalk and BT is the EE TV box.
With simultaneous video recording of up to 4 channels, an impressive 1TB of storage and the option to watch programs on up to four different devices simultaneously, it’s certainly an impressive bit of a kit.
And that goes double given that it’ll be free to all customers who sign up for home broadband starting at £9.99 per month.
Right now, there are some major omissions, though. Not least when it comes to catch-up TV and on-demand streaming services.
But we’re assured that from launch the iPlayer, YouTube and Demand5 will all be present and correct. And that support for the likes of ITV Player, Netflix and NOWTV will be along soon.
In the meantime, we took a tour of EE’s service and the set top that's at its nub. Impressed? Not so much? Tell us what you think in the comments section below.