Freeview’s new campaign via Fierce Ideas; appoints new head of marketing, insights

Freeview Australia has launched a new on-air awareness campaign produced in collaboration with creative production house Fierce Ideas.

‘Have You Tried Freeview?’ will rollout across Australia’s free-to-air networks, ABC, SBS, the Seven Network, Nine Network & Network 10 in the first phase of an ongoing awareness campaign that will reintroduce Australian viewers to the array of free content available on their connected TVs via Freeview.

The TVC encourages viewers to explore the Freeview interface and content offering to access more than 30 channels, and over 50,000 episodes of local and international content for free.

Freeview is an enhanced HbbTV (Hybrid Broadcast Broadband TV) service, providing Australians with a more integrated & streamlined experience between broadcast and on-demand BVOD services using the internationally recognised HbbTV 2.0 standard launched into market in April 2021. Viewers can also access the Freeview App on both Android & iPhone devices to watch on the go.

In addition to the new campaign, Freeview Australia has also appointed Jamie Zarzycki as the service’s new head of marketing and insights, effective immediately.

Zarzycki’s marketing experiences spans over 20 years across entertainment and media, including time spent at FOX International Channels, FOX Network Group, XYZ Entertainment, EMI & Virgin.

Jamie Zarzycki, head of marketing and insights, Freeview Australia

General manager of Freeview Australia Dean Dezius said: “Since launching our new integrated HbbTV platform in April last year, Freeview has seen enviable growth in user engagement & usage, and we look forward to increasing those metrics as Australian audiences discover the world class content offering provided by Australia’s free-to-air broadcasters. More than (17 million) Australians watch FTA television every week, and broadcast video on demand (BVOD) services from the likes of ABC iview, SBS On Demand, 7plus, 9Now & 10Play enjoying a (38% increase YoY), we have an insatiable appetite for great content that Freeview can go a long way to satisfying. Bringing Jamie on board to the Freeview team has had immediate effect and we welcome his energy, ideas and thinking on how we can bring the brand to life in the short & long term and this latest campaign is just beginning”.

Commenting on his new role, Zarzycki said: “I’m excited by the opportunity to work alongside the Freeview team & our channel stakeholders to reengage Australian audiences with what is an incredibly strong content offering, built on a world class platform. I’m positive most Australians will be delighted to discover the depth & breadth of free premium content currently on offer directly via their connected TV screens.”


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