Freeview rebrands for connected future
February 12, 2015
By Colin Mann
UK DTT platform Freeview has undergone a major rebrand in preparation for a new product launch that will introduce a mass- market connected TV offer. The Freeview logo and visual identity have been refreshed to reflect the platform’s evolving service and will be introduced across Freeview’s product portfolio and brand marketing.
The name for Freeview’s planned connected TV service has also been confirmed. Freeview Play, which is set to launch later in 2015, will give viewers the freedom to choose the programmes they want, when they want. Freeview will roll-out the new brand identity for launch.
Freeview Play combines catch-up TV (initially BBC iPlayer, ITV Player and 4oD), on demand and live television. – all in one place on the TV set. Viewers will be able to search for programmes by either using the scroll back function in the TV guide or the apps page.
Freeview Play will be free from subscription, available in a range of new TVs and boxes and enabled with any existing broadband service.
Freeview’s aim is that its new connected TV service will become the new normal way to watch television.
According to Guy North, Freeview managing director, the 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 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,” he stated.
Keith Underwood, Freeview Chairman said that Freeview new identity and positioning signified 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,” he confirmed.
Discussions are under way with a range of STB and TV set manufacturers. “Integrated TV sets are the future,” declared Ilse Howling, Managing Director, Connected TV at Digital UK, who is heading the planned connected TV service.
The identity of participating vendors and additional catch-up partners will be revealed in the run-up to the launch.