Cellcom Group announced today (Tuesday) a collaboration with HOT Group. As part of the agreement, Cellcom TV customers will gain access to all content uploaded by HOT to its discounted streaming service, Next TV, allowing Cellcom viewers to watch HOT’s original content, such as "Connected."
Cellcom also announced that, in addition to adding HOT’s content, it is updating the app’s interface to make it more modern. Cellcom noted that the service for Cellcom TV customers will continue to be managed by Cellcom (meaning that, most likely, the app will still be primarily maintained and built by HOT).
Cellcom emphasized that the launch of the new interface, alongside the integration of the Next TV package, will be done gradually and automatically for all Cellcom TV customers, at no additional cost.
A Similar Move by Partner TV
Cellcom’s announcement recalls a similar move from last July by Partner TV and yes. At that time, Partner announced that it would be changing its app to a new one developed by yes, based on content from yes plus.
Partner had announced that, upon completion of preparations, which would take several months, all Partner TV customers would be automatically upgraded, both in TV packages and in bundled internet and triple-play packages. This upgrade would come at no additional monthly cost and without any action required from customers, who would keep their current set-top boxes and remotes. After completing the technological setup and receiving the necessary approvals, Partner would notify its customers and the public in an orderly fashion.
The moves by Cellcom TV and Partner TV will certainly expand the content offerings for their customers, but they will also reduce competition. Essentially, we are witnessing two key players in the TV market, which managed to create significant competition, now potentially reducing that competition significantly, as they will become reliant on other companies (yes and HOT).