ESPN is launching a redesigned and rebranded app for Apple television, and in the process, replacing the old "WatchESPN" app. The brand new app, dubbed simply as "ESPN", brings a revamped user interface, which includes auto-playing live streaming at release and new on-demand content.

According to 9to5 Mac, Ryan Spoon, senior vice chairman of digital product, design, and audience improvement, ESPN, stated "From replays to full episodes of on-demand content prior to their telecast premieres, ESPN's TV app is now a lot more than our live streaming networks.

With this latest update, authenticated users now have the full right of engaging with a wide range of live and on-demand video content from the very first click into what is now the ESPN app on Apple TV."

The refreshed app is said to have a combination of on-request video from each studio suggests like 30 for 30 as well as sporting events just like the X games. Interface tweaks also help users to browse clips by using the channel or sport if they are searching out something unique reported Engadget.

The firm additionally notes that the redesigned app comes simply before the launch of its new "we the fans" original series with a view to debut exclusively on April 9 through its digital systems, which include the brand new Apple TV app, two days before it airs on ESPN.

Although the name of the Apple television app has changed, it appears the firm hasn't abandoned the brand absolutely yet as it showed to users its different apps and online platform will for now hold the WatchESPN name.

It was revealed that last year, the Walt Disney company announced that it had acquired a 33 percentage stake in BAMTech, a company creating video streaming technology, which the firm said might be used for new streaming offerings for ESPN amongst its different networks.

The service described as an associate subscription service that would supplement different offerings, but it's unclear how the yet to be released service might be disbursed or differ precisely from the WatchESPN streaming provider. Meanwhile, BAMTech will also collaborate with ESPN to release and distribute a brand new ESPN-branded multi-sport subscription streaming carrier in the long run.