Freely reveals first TV partner and brand identity for 2024 launch

Hisense has been announced as the first smart TV brand that will offer Freely, the online-only version of free-to-air service Freeview, from next year.

The five-year deal marks the first TV owner that will stream live TV channels in the UK alongside video-on-demand content through the internet, without consumers needing a satellite dish or an aerial.

Hisense will have Freely built into its new set of TVs and feature interactive electronic programme guide produced by Freely.

First announced in September, Freely is being developed by Everyone TV, the organisation which runs free TV services Freeview and Freesat in the UK and is jointly owned by the BBC, ITV, Channel 4 and Channel 5.

Freely reveals ‘cheeky’ Freemoji

The upcoming Freely service has today also revealed a brand logo and mascot.

Amy Rowcliffe, marketing director at Everyone TV, said: “The name Freely represents the ability to watch for free but also the freedom to choose how and what you watch.

“We have a cheeky, modern, and expressive character — which we have dubbed ‘Freemoji’ — that brings the brand to life as the viewer’s welcoming and inquisitive companion. Happy, sad, excited, scared, great free TV has the power to make us feel every emotion and we wanted a character to represent this.”

The Freeview platform is managed by Digital UK Ltd and DTV Services. The companies have three common shareholders: BBC, ITV, and Channel 4, while the UK’s biggest pay-TV operator Sky is a shareholder in DTV Services.

The broadcasters’ internet-protocol (IP) channels are also available on dedicated linear TV subscription services, such as Sky Stream and Virgin Stream, as well as within broadcasters’ video-on-demand apps such as BBC iPlayer and ITVX.

However, Freely has pledged that viewers will be able to “seamlessly” browse channels through a “modern and intuitive” programme guide, and use functions that are designed to make it easier to find and explore new shows directly from live TV.