By Tom Butts
Freely—the new streaming service backed by Britain’s leading broadcasters BBC, ITV, Channel 4 and Channel 5—is now available through the next generation of smart TVs now on sale in stores and online in the UK. Initially announced last fall, the launch was unveiled by Everyone TV—an organization owned by the public broadcasters that advocates for the evolution of free TV in the UK.
Freely allows UK broadband subscribers to stream live TV channels alongside on demand content for free via their smart TVs, removing the need for a dish or aerial. Featuring what Everyone TV calls “world-first innovations for free TV,” viewers can switch seamlessly between live and on demand content from the UK’s leading broadcasters.
The new service marks the first time all four of Britain’s public service broadcasters have partnered to launch a streaming service, according to the broadcasters, who heralded the launch as an example of the kind of cooperation they’ll need to better compete in the streaming market.
Currently about two-thirds (12.8 million) UK households subscribe to a streaming service in 2024, according to Finder.com, a decline from 2023, which could be attributed to rising subscription costs. Netflix led the pack at 16.3 million subscribers, followed by Amazon Prime, Disney+ and Paramount.
Initially the service will be available on new Hisense smart TVs available in stores across the UK and online at retailers such as Currys, Argos, AO and Very. It’s also available on smart TVs powered by TiVo and via Vestel smart TVs Powered by TiVo. Vestel was previously announced as a Freely smart TV partner, with Vestel Freely TVs due to launch in the coming weeks.
“The launch of Freely is a historic moment for UK television,” said Director, BBC Distribution & Business Development Kieran Clifton. “Collaboration between the UK. PSBs is critical to connecting and protecting all audiences as we transition towards the streaming era—and delivering live TV over broadband for free is a ground-breaking innovation that will futureproof public service broadcasting,
ITV Group Strategic Partnerships and Distribution Director, Martin Goswami, says: “The success and impact of programmes like ITV’s Mr Bates vs the Post Office shows the importance of UK PSBs and ITV is proud to be part of this exciting new chapter for free TV in this country with Freely. Bringing live streamed channels and on demand content together in Freely gives viewers the opportunity to access the very best in British content as easily as possible, from live and recent programmes to a wealth of on-demand options.” https://www.tvtechnology.com