Freeview Rebrands Ahead of Connected TV Service Launch

LONDON: Freeview has undergone a major rebrand in the run-up to the launch of its brand-new connected TV service, Freeview Play.

The Freeview logo and visual identity have been revamped to better reflect its connected future. Due to launch later this year, Freeview Play will give users the ability to choose the programs they want to watch, whenever they want to watch them. It combines catch-up TV, on-demand and live television, all on the TV service.

Guy North, Freeview's managing director, said: “Our new brand identity is bold and contemporary and will stand out in what is a very crowded TV market. Today marks the start of an exciting future for the Freeview brand.

“Freeview has been built on a vision to make television available to all free from subscription. In the same way that we took the U.K. 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's 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 U.K.”