Cellcom Israel has launched Cellcom tv, a new subscription OTT TV and VoD service.

The new service will allow subscribers to stream films and TV programmes to their television sets via a set-top box as well as to their smartphones and tablets. CellcomnTV includes a tuner for HD television channels, movies and television series from a variety of content providers available on demand, sports, streaming music, and internet-based channels. It also has tablet and mobile phone apps that will allow users to enjoy the same content from their screens, and pick up where they left off.

Vubiquity, a provider of premium content services, is supplying the international programming as well as content processing and on-going marketing and promotional support for the international content.

Cellcom tv gives customers access to premium movies from major Hollywood studios, such as Sony Pictures, NBCUniversal and Disney, as well as dramas, comedies and kids content from suppliers including Disney-ABC, Lionsgate, CBS Studios International, Sony Pictures Television, NBCUniversal, BBC Worldwide, Disney Channels and Nickelodeon.

Vubiquity licenses content from all the Hollywood studios, large independents, and a wealth of boutique content providers and will provide Cellcom tv’s customers with a wide range of premium programming and films. The service will also include a wide range of local and regional content sourced by Cellcom Israel, including popular family TV and children’s shows, documentaries and sports programming.

The service is available to consumers for one all-inclusive monthly subscription fee of NIS99 (EUR21), with no extras, enabling subscribers to watch the programme of their choice whenever they want. Customers will also have full VoD functionality to pause, fast forward and rewind content.

“We are proud to launch Cellcom tv and to bring this news to television consumers in Israel. This is a long-term strategy that will contribute to establishing our position as a leading communication group in Israel,” said Nir Sztern, CEO of Cellcom Israel Group.

“Based on the experience generated by similar processes around the world, expanding the product offering to include television strengthens customer loyalty and benefits the company with potential future growth. We are happy to work with Vubiquity, a leading international partner, alongside local content providers and thus offer the customer a diverse content offering encompassing all genres.”

“We’re delighted to be working with Cellcom Israel to enable their customers to watch top-quality TV and films whenever they want,” added Adam Poulter, managing director for EMEA at Vubiquity.

“Today’s consumers are time-poor and no longer satisfied with rigid broadcasting schedules. People increasingly want to ‘snack on’ content when they can find the time – on whatever device they happen to be using. Vubiquity works with content owners and service providers to meet consumers’ demand to watch video content on their own terms. Cellcom tv is a reflection of our rapidly changing viewing habits and the launch marks an exciting new chapter in the Israeli television market.”