Swedish OTT service Magine is launching a beta version in the UK with 3,000 test users.

The service offers live streaming TV, as well as catch-up and on-demand services on mobile devices, including smart phones, laptops and tablets, as well as smart TV integration.

Magine TV plans to offer UK audiences “a clean, legal online TV service.” For the beta version, content deals are in place with national UK broadcasters ITV, Channel 4 and Channel 5 with more deals on the way.

Ambuj Goyal, CEO of Magine TV, said “The shared experience of live television is electrifying, and Magine TV’s single-minded focus on innovation in this space sets us apart from other video streaming services: we believe that there will always be an important place for live TV in the entertainment industry.”

“We want audiences to be able to view our content when and where they choose to via both free and pay routes, and across as many devices as possible. Magine TV is an exciting OTT service and we’re very happy to license our channels to this innovative new platform,” said Neale Dennett, director, pay content and packages at ITV.

“We welcome legal innovation in the channel distribution landscape, and are pleased to license some of our linear channels for streaming on Magine’s beta service,” commented Carl Pfeiffer, head of distribution at Channel 4.

“We look forward to developing our partnership as Magine TV builds towards its full product launch.”

ames Tatam, Director of Digital Media & Commercial Development at Channel 5 said: “We’re delighted that Magine is bringing its innovative TV service to the UK market and welcome Magine’s collaborative approach to working with content providers, including Channel 5. We look forward to extending our partnership as the service moves to its full launch.”

The Magine TV service is already available in Germany and Sweden, but has withdrawn from the Spanish market. Magine’s model of working with the industry has proved successful in both Sweden and Germany, where relationships with partners such as ProsiebenSat.1, RTL, Discovery, Turner, Viacom and Eurosport continue to flourish. In Germany, Magine TV has over 1.5 million registered users.