Freeview pledges to take on Sky

Freeview claims it will take on BSkyB with next generation digital TV services, as it announces plans to roll out high definition to more than 60% of the UK by next Christmas.

The free-to-air digital firm outlined plans for a “reach out and reach up” strategy, which will focus on delivering HDTV, on-demand and enchanced personal video recorder services, according to reports.

Speaking at the Intellect Consumer Electronics Conference, Freeview’s managing director Ilse Howling, said the company plans to deliver Freeview HD services to half of the UK population in time for the football World Cup in South Africa next summer and even more by the 2010 Christmas sales period.

Freeview, which is set to launch its first HD services over the next few months, hopes to catch-up with the success Sky has had with the technology.

Earlier this year, Sky, which has more than 30 HD channels, revealed it has signed up more than 1 million households to its HD TV service.

Sky has also had success with its PVR Sky+ service, which now has more than 5 million users, compared to Freeview’s 1.5 million users.

Howling said: “Let us work to make Freeview+ the entry point to digital TV, the standard product. Our ambition should be to switch the remaining three million analogue homes not just to Freeview but to Freeview+.”

Freeview needs to change the perception of its brand to keep up with the developing market, having initially experienced success as an entry-level option compared to other satellite services, Howling noted.

“Freeview is a brand that has to stretch. If you think we are just for those coming late to the digital party, or the bargain basement choice, piled high and sold cheap, think again,” Howling said.

“Our strategy is to reach out and reach up. Reach out to the mass market and reach up to the technophiles. We have to be Tesco Finest and Tesco Basics.”

By the end of March, 9.8 million UK homes were getting digital TV on their main sets via Freeview, according to Ofom.