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Exclusive NBC Sports content, including the NHL playoffs and this week's running of the Kentucky Derby, is now available on the Apple TV with a new dedicated channel.
Monday's launch of the new NBC Sports channel comes during the first round of the National Hockey League's playoffs. It's also just a few days before Saturday's 141st Kentucky Derby.
NBC and its family of networks, including the NBC Sports Network, are the exclusive home of both the NHL and the Triple Crown.
NBC is also the home of NASCAR's Sprint Cup Series. And when the National Football League is in season, the network is also home to the weekly Sunday Night Football matchup.
The addition of NBC content is noteworthy because its parent company, Comcast, has a history of being at odds with Apple and its own media efforts.
Apple is said to be working on a new Apple TV set-top box and a new streaming subscription TV service that could launch as soon as this fall. Early reports have suggested that negotiations with Comcast have not gone as well as Apple would like.