Freely, the broadcaster-backed streaming service, has launched in the UK, combining live and on-demand content from the BBC, ITV, Channel 4 and Channel 5. The app is available on smart TVs from Hisense, with Freely TVs on sale from today, as well as Vestel TVs running the TiVo OS platform.
The streaming service has also expanded its lineup of UK public service broadcaster (PSB) content to include STV and S4C, bringing the Scottish and Welsh channels to the new platform.
Freely was built by Everyone TV, which previously developed Freeview, noting that the new offering removes the need for a dish, aerial or set-top box. It seeks to join the connected TV services (such as such as Netflix and Sky Glass) fuelling the transition to IP-delivered TV, which is expected to account for over half of TV viewing by 2030.
Everyone TV said the project “will futureproof live TV for the streaming age”, acknowledging the threat that international streaming companies pose to the broadcasters’ businesses. The partnerships with original equipment manufacturers (OEM) make Freely the “native” guide on the TV screen, securing the PSBs their spots as the first channels that users will see when scrolling.
And the app will also be accessible via the Freely button on the TV remote, a shortcut previously reserved for the likes of Netflix and YouTube.
“Xperi is dedicated to delivering an extraordinary entertainment experience that is more intuitive, immersive and personal,” said Gabriel Cosgrave, general manager of EMEA at Xperi, parent company of TiVo. “By integrating Freely into the TiVo OS platform, we are empowering UK audiences to navigate content without constraints and unlocking more personalised options, quickly and seamlessly, inclusive of public service broadcaster’s content.”
A united front
The last few years have seen SVOD services and video sharing platforms (predominantly YouTube) eating into the UK broadcasters’ share of viewing – and in the case of the commercial broadcasters, their ad revenues. At the same time, consumers are growing frustrated with the number of streaming services they need to pay for, and having to switch between different apps to find content.
Freely aims to address those challenges by offering all the broadcasters’ content in one place and for free, enabling users to switch between live and on-demand content all within the same app.
“The new service marks the first time all four of Britain’s public service broadcasters have come together to launch a streaming proposition, signalling the beginning of a journey to secure the future of free TV through collaboration,” said Everyone TV.
The decision to pool their content could help the broadcasters keep viewers within the PSB ecosystem. ITV recently reported that on its ITVX service, 88 percent of viewers who come to the platform specifically to watch an original show then go on to watch something else on the service. The company has also sold its share of BritBox, its joint streaming venture with the BBC.
“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,” said Martin Goswami, ITV Group Strategic Partnerships and Distribution Director. “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.”
“The launch of Freely is a historic moment for UK television,” added Kieran Clifton, Director, BBC Distribution & Business Development. “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.”
