Israel-based Cellcom launches new Apple TV app

Cellcom, Israel’s biggest mobile phone operator, said on Monday it will offer Apple TV as it launched its new Cellcom TV app.

Cellcom said it will be the first in Israel to offer its multi-channel television, including broadcast channels and video on demand content, on Apple TV’s streaming service at no extra charge.

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).