Freeview has revealed a major new rebrand to tie-in with this year’s launch of its internet-connected service, Freeview Play.
The platform says the new look reflects its “evolving service” and will be introduced across its product portfolio and marketing in the coming months.
First announced last year, Freeview Play will bring the UK’s most popular TV platform into line with rivals Freest and YouView, as well as Sky and Virgin Media’s subscription services, by offering access to on-demand content.
From launch Freeview Play will include BBC iPlayer, ITV Player and 4oD and viewers will be able to search for programmes by either using the scroll back function in the TV guide or the apps page.
Guy North, Freeview 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 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.”
Keith Underwood, Freeview Chairman said: “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 UK.”