ITV And Channel 4 Join Freeview Consortium
ITV and Channel 4 have this morning confirmed their much-rumoured intention to join the Freeview consortium, which owns and promotes the free-to-air digital terrestrial television platform.
The two broadcasters’ stations are already transmitted via Freeview, although by staking a financial interest in the platform they will gain extra control over how the rapidly expanding service is promoted and developed.
“Freeview has transformed the television industry since its launch 3 years ago,” said Channel 4 chief executive Andy Duncan. “Building a powerful multi-channel presence is central to Channel 4’s future strategy and developing a strong position on Freeview is a crucial part of this ambition. E4 has more than doubled its share of the multi-channel TV audience year-on-year this autumn following its launch on Freeview and our new adult entertainment channel, More 4, will also attract a significant percentage of its viewing from Freeview homes.
“We believe that Channel 4 and its sister services play a key role in helping drive take-up of Freeview and it’s logical that we should now take a more formal role in the running and marketing of the service.”
Charles Allen, chief executive of ITV, added: “Freeview offers a great opportunity for ITV as a content provider, channel owner and multiplex licence holder. There are very real benefits for ITV in growing and developing Freeview, and the most effective way for us to do that is to be at the heart of the marketing effort. ITV’s channels have already played an important role in driving the take up of Freeview – ITV2 and ITV3 are now the two most watched digital channels in Freeview homes, and ITV3 was the most successful launch in multi-channel history.
“ITV4 and our new children’s channel will also be added to the Freeview offering in the coming months. Becoming a shareholder means we can play an even stronger part in driving the growth of Freeview.”
The addition of ITV and Channel 4 to the Freeview consortium will see the broadcasters command 20% stakes in the group. Freeview’s other shareholders are the BBC, British Sky Broadcasting Group and Crown Castle, which now forms part of National Grid Transco.
The Freeview service now looks set for more wide-ranging promotion, building on the BBC’s previous advertising campaigns with exposure on ITV and Channel 4. Peter Abery, chairman of Freeview explained: ITV and Channel 4’s involvement, both from a strategic and financial point of view, will further enable us to raise awareness of the Freeview service as we continue to drive digital terrestrial take-up in the UK. With the addition of more channels, including ITV4, More4 and Sky3 soon to be joining Freeview, the service offers an exciting channel line up for consumers looking to get digital TV.”
Freeview: 08708 80 99 80 www.freeview.co.uk