How Freely Plans to Change Your TV Experience

In a move that could very well redefine the way we think about television, Britain’s leading public service broadcasters have joined forces to launch a new free TV service called “Freely.” Slated for a 2024 release, this service aims to bridge the gap between traditional TV and the burgeoning world of online streaming. But what does this mean for the average viewer, especially those who have already cut the cord? And how does it fit into the broader landscape of media consumption that’s increasingly shifting online? Let’s delve into the nuts and bolts of this intriguing development to understand its potential impact and the questions it raises.

The Evolution of TV Consumption

Television isn’t what it used to be. Gone are the days when the family gathered around a single set at a designated time to catch their favorite shows. With the advent of streaming platforms and smart TVs, viewers have more control than ever over what they watch, when they watch it, and how they access it.

Jonathan Thompson, CEO of Everyone TV, aptly captures this shift:

“This new development is a reflection of the fact that a growing number of UK viewers are watching content online, but still want easy access to the shared experience of live TV.”

So, where does Freely fit into this evolving landscape? The service aims to offer the best of both worlds: the immediacy and shared experience of live TV, coupled with the convenience and flexibility of streaming. It’s an ambitious goal, but one that could address the fragmented viewing habits that many of us have developed in the age of Netflix and YouTube.

However, it’s worth noting that while streaming offers a plethora of choices, it can also lead to decision fatigue. The simplicity of turning on the TV and flipping through channels has its own charm and utility. Freely seems to recognize this, promising a modern and intuitive program guide to help viewers easily discover and explore new shows directly from live TV.

What is Freely?

At its core, Freely aims to be a one-stop-shop for your television needs. Imagine flipping through live channels just like you would on a traditional TV, but also having the option to dive into on-demand content—all without switching apps or devices. The service is designed to integrate seamlessly into the next generation of smart TVs, building on the existing Freeview platform that’s already a staple in 16 million UK homes.

But what sets Freely apart? According to the press release, the service will offer a “single consistent experience for live free TV over IP.” In layman’s terms, this means you’ll be able to access live TV channels and on-demand content through your broadband connection, without the need for an aerial or satellite dish.

This is a significant shift. Traditional TV required separate hardware and often complicated setups. Freely aims to eliminate these hurdles, making it easier for viewers to access content. It’s a logical next step, especially considering the increasing integration of services like Freeview and Freesat with smart TVs.

Yet, as we all know, the devil is in the details. While the announcement is promising, technical specifics are still scarce. For instance, will Freely be available as an app on popular streaming devices like Amazon’s Fire TV and Roku? These are questions that will need to be addressed as the service moves closer to its launch date.

Technological Aspects

One of the most compelling facets of Freely is its technological backbone. The service is designed to be built into the next generation of smart TVs, effectively eliminating the need for additional hardware or subscriptions. This is a game-changer, particularly when you consider that 15% of UK TV homes are currently broadband-only (Source: BARB Establishment Survey), a figure that’s likely to rise.

The shift toward IP-based distribution isn’t new; it’s a trend we’ve been seeing for a while now. Freeview had already started streaming BBC channels digitally, signaling a move toward this kind of distribution. Freely aims to take this a step further by offering an aggregated live TV experience over broadband.

However, it’s essential to consider the potential challenges here. Not all homes have access to high-speed broadband, and the quality of the service will heavily depend on the reliability of your internet connection. Buffering live TV could be a significant annoyance, to say the least. As Freely develops, it will be crucial for the service to address these issues, possibly through adaptive streaming technologies that adjust video quality in real-time based on your internet speed.

Another point to ponder is data usage. Streaming high-quality video can consume a lot of data, and not everyone has an unlimited broadband plan. Will Freely offer different streaming quality options to help manage data usage? These are the kinds of user-centric concerns that could make or break the service.

Content Availability

When it comes to any TV service, content is king. So, what can you expect to watch on Freely? According to the announcement, the service will feature a lineup of public service broadcaster content and other free-to-air channels. Alex Mahon, CEO of Channel 4, emphasized the importance of this, stating,

“Streaming TV is increasingly the new normal for audiences, particularly young viewers, so it has never been more important for trusted PSB content to be readily available to everyone, for free.”

In practical terms, this means you can expect to see all the familiar faces—BBC, ITV, Channel 4, and Channel 5—alongside a range of other channels. Given that Everyone TV, the organization behind Freely, also runs Freeview and Freesat, it’s likely that most, if not all, of the channels available on these platforms will be included in Freely’s offering.

But the service aims to be more than just a live TV platform. The focus on on-demand content suggests that Freely could integrate with existing services like BBC iPlayer, ITVX, Channel 4, and My5. This would offer viewers a more comprehensive and convenient viewing experience, allowing them to catch up on missed episodes or discover new content.

However, there’s a question mark over more niche channels and content types. Will Freely include children’s channels, cultural programming, or educational content? And what about sports? These are areas where the service could either excel by offering a diverse range of options or fall short by focusing too narrowly on mainstream content.

As Freely prepares to enter the market, it’s crucial to consider the legal and regulatory landscape it will navigate. The service aligns well with the draft Media Bill, which aims to modernize broadcasting legislation and introduce reforms for public service broadcasters (PSBs) and video-on-demand services. Dame Carolyn McCall, CEO of ITV, highlighted this alignment, saying,

“Alongside the important reforms set out in the draft Media Bill, it will help PSBs to continue to thrive for years to come.”

One of the key aspects of the Media Bill is the prominence of the UK’s public broadcasters on smart TVs and streaming devices. Could this mean that future smart TVs and even streaming sticks will come with a dedicated “Freely” button? While this remains speculative, it’s a possibility that could further simplify access to the service and ensure its prominence in a crowded market.

However, it’s worth noting that regulatory frameworks can be double-edged swords. While they can provide a level of standardization and prominence for services like Freely, they can also impose restrictions that might limit innovation or adaptability. As the Media Bill progresses and as Freely develops, it will be interesting to see how these dynamics play out.

Another point to consider is data privacy and security. As a digital service, Freely will likely collect user data for personalization and analytics. How this data is managed, stored, and potentially shared is an important issue that the service will need to address transparently to gain user trust.

What Does This Mean for Viewers?

So, with all these technical, content, and regulatory aspects in mind, what does Freely actually mean for you, the viewer? At its core, the service aims to simplify and enrich the TV-watching experience. It’s designed to be a one-stop destination for both live and on-demand content, eliminating the need to juggle multiple apps or devices.

However, the success of Freely will hinge on its ability to deliver a seamless, reliable experience. If you’ve ever dealt with buffering issues while trying to catch a live event, you know how frustrating technical glitches can be. Freely will need to ensure a high-quality, consistent streaming experience to win over viewers accustomed to the reliability of traditional TV.

And what about accessibility outside the UK? The announcement doesn’t specify whether Freely will be available to viewers outside the country. If you’re a Brit living abroad or simply a fan of British TV, this could be a significant factor in the service’s appeal.

Lastly, let’s talk about cost. Freely is touted as a free service, but it’s worth remembering that in the UK, access to live TV still requires a TV Licence. So while the service itself may not have a subscription fee, it’s not entirely without cost.


Freely represents a significant step in the ongoing evolution of television. By merging the traditional TV experience with the capabilities of modern streaming, it aims to offer a unified, user-friendly platform for viewers. While there are still many questions to be answered and details to be ironed out, the service holds the promise of making TV more accessible, convenient, and enjoyable for a wide range of viewers.

As Maria Kyriacou, President of Broadcast & Studios, International Markets at Paramount, summed it up: “This new collaboration across the PSBs will ensure that, as these viewers continue to shift to IP-enabled televisions, they continue to have an easy way to access the channels and content they know and love.”

Only time will tell if Freely lives up to its promise, but it’s a development that anyone interested in the future of TV should keep an eye on.

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About S. Santos

👋 I'm a technology columnist and blogger with over 10 years of experience, currently serving as Blue Cine Tech's AV Editor. Specialising in gadgets, home entertainment, and personal technology, my work has been featured in top technology blogs. I'm dedicated to breaking down the complexities of the latest tech trends, from explaining the intricacies of Dolby Vision to optimising your streaming experience. This blog serves as a platform for my ongoing exploration of the ever-evolving tech landscape. If you see me at industry events like CES or IFA, feel free to say hello.

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