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BCE Inc.’s wireless division once more outshone its traditional wired business in financial results released Thursday, but chief executive officer George Cope said the telecom giant’s most critical play this quarter was launching a new television product targeted at cord cutters and ‘cord nevers.’

Alt TV, a live TV streaming service available to Bell internet subscribers that’s cheaper than typical packages since it requires no set-top box or installation, launched in May and has been immaterial to results thus far, Cope told analysts on a conference call. But he said he expects growth in products like it as more consumers stream content via over-the-top apps.

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“Strategically, I think it’s the most important thing we did in the quarter,” Cope said in an interview.

“We think that’s obviously going to be quite important going forward because there’s a viewership market there we have not been participating in and it’s growing.”