Freeview has undergone a major rebrand as it prepares for a new product launch that will introduce a mass market connected TV offer.
Freeview Play, due to launch later this year, will combine catch-up TV services from the BBC iPlayer, ITV Player and 4oD, on-demand and live television – all in one place on the TV set.
The subscription-free service will allow viewers to search for programmes by either using the scroll back function in the TV guide or on the apps page, and will be available in a range of new TVs and boxes and enabled with any existing broadband service.
The logo and visual identity of the brand has also been revamped to reflect the platform’s “evolving service” and will be introduced across Freeview’s product portfolio and brand marketing.
The company has said that the aim is that its new connected TV service will become the new “normal way” to watch TV.
“Our new brand identity is bold and contemporary and will stand out in what is a very crowded TV market,” said Guy North, managing director of Freeview.
“Freeview has been built on a vision to make television available to all, free from subscription. In the same way that we took the UK from analogue to digital, Freeview Play is the next step in that vision and it will put the viewer in control, without complexity, commitment or unnecessary cost – we want to keep television fair and open for everyone.
“That means giving consumers the freedom to choose the TV they want, the way they want it.”
Keith Underwood, Freeview chairman added: “Freeview’s new identity and positioning signifies an important moment in Freeview’s history. The Freeview shareholders – Arqiva, BBC, Channel 4, ITV and Sky – are fully committed to supporting Freeview’s journey to bring connected television to millions of homes in the UK.”
