New Freeview logo for a connected future.
New Freeview logo Photograph: DTV Services Ltd
The new Freeview-backed online service (once known as "Freeview Connect") was officially announced today as Freeview Play.
Freeview’s aim is that its new connected TV service will become the new normal way to watch television.
Freeview's Guy North says "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.”
Freeview Chairman Keith Underwood adds: "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.”
Channel 4’s new digital brand All 4 will replace the 4oD brand on all platforms from the end of Q1 2015