Jul 16, 2016 04:17 AM EDT By Don Don Navidad, UniversityHerald Reporter

CBS, the television broadcasting company, has launched a new Apple TV app designed exclusively for the technology company's tvOS.

The new Apple TV app features an interface that spotlights the live 24/7 streaming video news channel - CBSN, original streaming news coverage as well as a curated video playlist. The digital media player also allowed an access for new native advertising openings for showcasing custom content, based on the report of CBS News.

The senior vice president and general manager of CBS News Digital - Christy Tanner, stated that their Apple TV app represents the future of how viewers interact with video. Tanner also said that they are taking advantage of the platform's most advanced, interactive technology to offer a customizable experience.

With no further authentication required, users can command the intelligent personal assistant Siri on Apple TV "Watch CBS News," to instantly embark on the new CBS News app, as well as to start the full-screen and CBSN live stream.

The focus of the Apple TV app for live video helps viewers to never miss out on breaking news or even the biggest stories of the day.

The Apple TV app can let users (while watching live video) browse related videos, explore editorially curated video playlists, subscribe to topics and bookmark on-demand videos to watch later.

The new CBS News app will be launched ahead of the forthcoming conventions for the Republican and Democratic Party. The viewers of the Apple TV will have access to the television broadcasting network's "wall-to-wall" coverage, which CBS claimed that they will offer angles from inside and outside convention halls, as well as analysis, 9 to 5 Mac reported.

However, even the digital streaming channel of CBS was launched back in 2014, the network company just recently unleashed it on the digital media player. Where the Apple TV app has long been accessed on most mobile devices and connected TV platforms, according to Engadget.

Here's a video clip from CBSN 24 hour live streaming network:

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