Israel’s largest mobile carrier, Cellcom, has announced that it is the first in the country to bring a multi-channel TV service to Apple TV at no extra charge.

Cellcom offers both broadcast channels and video on demand in a low-cost service that competes with cable company Hot and satellite firm Yes, reports Reuters.

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

Alongside the ever-increasing number of apps available on Apple TV, PlayStation Vue one of the latest to reach the platform, Apple is reportedly working hard on original content, though not, says Eddy Cue, by trying to launch its own streaming package.

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