Starting today, Network Ten’s catch-up TV service tenplay is available as an App on Apple TV, giving viewers easy access to content from TEN, ELEVEN and ONE on-demand.

Ten is the first local TV network to provide an app experience directly on the Apple TV while other networks currently rely on the Airplay feature to stream content to the device.

Earlier this month Cricket Australia released an app for the device allowing viewers to catch-up on highlights of recent cricket events. While Apple has not comment on its plans for the device it would seem the tech company is finally now keen to encourage Australian media providers to start developing for the device ahead of an expected significant upgrade this year.

Network Ten Chief Digital Officer, Rebekah Horne, said: “From today, Apple TV users can access the dynamic tenplay experience straight to their widescreen HD television screens.

“As TEN launches some of the biggest and most compelling entertainment, drama, comedy and sport programs in 2015, our priority with tenplay is to put viewers in control by giving them access to new and established television shows including I’m A Celebrity... Get Me Out Of Here! Australia, Shark Tank, MasterChef Australia, The Bachelor Australia and many, many more – whenever they choose.

“Available on web, iOS and other platforms, Apple TV is a significant step in tenplay’s cross-platform strategy and a great opportunity for streaming growth. In its first year, tenplay became one of the most popular online and mobile entertainment platforms in Australia with more than one million app downloads. Streaming on mobile and tablets now accounts for 50% of our streams and we look forward to more growth in 2015,” she said.

tenplay on Apple TV is the latest addition to Network Ten’s “TV Everywhere” strategy, which according to Ten, tenplay achieved 282 million page views in its first year, with 158 million video views