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So today Apple welcomed its newest channel to its growing library for Apple TV. Is it a native Amazon Instant Video channel? Is it The Blaze? No, as Variety reports, it's the Red Bull TV channel, which features both live and recorded footage of the many sports events the energy drink company sponsors and hosts.
It's not a huge leap for the platform, particularly since Red Bull has had an app on the iOS store for such things ever since it launched Red Bull TV back in 2010. The iOS app already works with both Apple Airplay and Chromecast, so putting it on Apple's tiny entertainment box makes sense.
Red Bull TV features some stellar content on occasion. Back in 2012, for instance, it gained worldwide recognition for making skydriver Felix Baumgartner's jump from space possible. Some of the channel's live and on-demand offerings differ significantly from what you'll find elsewhere, such as the Red Bull Rampage (a race featuring mountain bikers on dangerous ridges in Utah) and Red Bull Crushed Ice, featuring downhill racing on ice skates.
The Red Bull channel's appearance shows how quickly Apple's set-top box is growing. Just last month, Apple welcomed services including Bloomberg and Watch ABC into its stable, and earlier in 2013 it picked up beloved channels like HBO Go and Watch ESPN. It's become so robust, in fact, that it may be time for a UI overhaul. With so many channels hogging the screen, it's getting harder and harder to keep the device focused on the channels we most enjoy.
Follow this article's writer, Leif Johnson, on Twitter.