Freeview Australia consolidates broadcast and BVOD services

Freeview Australia has launched HbbTV (Hybrid Broadcast Broadband TV), an enhanced service, providing a “more seamless integration between broadcast and BVOD services”.

Along with the roll out, Freeview has unveiled a fresh brand identity, consolidating the brand under one logo, in the first rebranding since its launch in 2008, deliberately consistent with the UK’s brand to demonstrate international support for HbbTV.

The roll out begins from 14 April, estimated to be completed by the weekend of 12 May, the integrated system delivering a more simplified viewer experience with access to more than 35 channels, along with a massive free and on-demand library of programs and episodes.

Freeview chair and the ABC’s chief digital and information officer, Helen Clifton, said: “I am very excited about the new HbbTV powered Freeview service for connected TVs, which is an important advance in free-to-air television in Australia.”

She added: “The launch of a new gateway for TV viewing also means Freeview can take advantage of the latest technologies and bring audiences an improved and richer interactive experience which will help drive the industry forward.”

Freeview Australia CEO, Bridget Fair, said: “We are delivering a whole new Freeview experience by creating a gateway to the world of news and entertainment that’s free and easily accessible.”

Freeview Australia CEO Bridget Fair

The original HbbTV service was launched in 2014, however received a disappointing initial uptake in the service.

Newly installed Nine CEO, Mike Sneesby, commented: “We are seeing record levels of on-demand video consumption. This is in part because all of Australia’s TV networks have built out deep libraries of great local and international content, available to tens of millions of Australians for free. We welcome today’s Freeview announcement which will make it simpler and easy for everyone to access and find the content they want, when they want it, on the platform they want to consume it on.”

The brand refresh and launch of the HbbTV service will be supported by 15’ and 30’ TVCs, both broadcast and digital, launching early May, plus dedicated digital, social and PR campaigns.


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