With a growing number of competitors entering the living room streaming arena (we're looking at you, Amazon), it comes as little surprise that Apple is escalating efforts to augment the available content on its Apple TV.

According to a slew of reports populating the tech blogosphere Monday, users can expect to see at least three new channels before the day is done. We've already heard from many users that they're now capable of watching History, A&E and Lifetime through new dedicated channels available through Apple TV.

“We’re excited to deliver

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