Freely

Freely is the United Kingdom’s new, free-to-watch television platform that delivers live and on-demand TV entirely over your home broadband connection. Backed by the UK’s main public service broadcasters (BBC, ITV, Channel 4, and Channel 5), it is the official successor to the Freeview Play system. It comes built directly into new Smart TVs and does not require a television aerial or satellite dish to work.

How Freely Works and Why It Matters

Freely represents a fundamental shift in how free television is delivered in the UK, moving away from traditional aerials (terrestrial broadcast) and satellite dishes towards the internet.

How Does Freely Work?

At its simplest, Freely streams live TV channels to your television using your internet connection, a technology known as IPTV (Internet Protocol Television).

Previously, with a service like Freeview, you needed an aerial to receive the live broadcast signal. With Freely, you simply connect your new Smart TV to your home broadband (either via Wi-Fi or an ethernet cable), and the platform does the rest.

It is not an app that you can download onto an existing television or streaming stick. Instead, Freely is the operating platform (or a core part of it) that comes pre-installed on new Smart TVs from manufacturers like Hisense and Vestel, starting in 2024.

When you use a Freely-enabled TV, you get a seamless, unified TV guide. This guide integrates:

  • Live channels streamed over the internet.
  • On-demand content from the broadcasters’ catch-up services (like BBC iPlayer, ITVX, Channel 4, and My5).

This allows you to browse live and catch-up programmes all in one place, often with features like a ‘MiniGuide’ that appears when you switch channels, or the ability to restart a live programme from the beginning.

Why Does Freely Exist?

Freely was created to solve two major challenges for Britain’s public service broadcasters (PSBs).

  1. To Future-Proof Free TV: Viewing habits have changed. A growing number of households, particularly younger viewers and those in rented accommodation, do not have an aerial or satellite dish and rely solely on broadband for their entertainment. Freely ensures that free-to-air British television remains accessible to these “internet-only” homes.
  2. To Ensure Prominence: On a typical Smart TV, the apps for BBC, ITV, and Channel 4 sit alongside global streaming giants like Netflix, Amazon Prime Video, and Disney+. It can be easy for British content to get lost. Freely provides a unified, UK-focused platform that puts public service content front and centre, making it the default, easy-to-find experience.

The platform is managed by Everyone TV, a joint venture owned by the BBC, ITV, Channel 4, and Channel 5. This is the same organisation (formerly known as Digital UK) that runs Freeview and Freesat.

Freely vs. Freeview and Others

Understanding Freely is easiest when comparing it to the services it builds upon and the paid services it complements.

Freely vs. Freeview Play: What’s the Key Difference?

This is the most important distinction.

  • Freeview Play is a hybrid service. It requires a TV aerial to watch live television and an internet connection to access on-demand catch-up apps (like iPlayer).
  • Freely is a full IP (internet) service. It requires only an internet connection to watch both live television and on-demand content.

Think of it this way: Freeview Play is a hybrid car that uses petrol (the aerial) for its main journey and a battery (the internet) for its extra features. Freely is a fully electric car that runs entirely on one source: your home broadband.

How Freely Relates to BBC iPlayer, ITVX, and Other Apps

Freely is not a replacement for services like BBC iPlayer or ITVX. It is a hub or aggregator that brings them all together.

The Freely platform pulls content from these individual apps and organises it into one central TV guide. When you select an on-demand programme, you are still streaming it from the broadcaster’s own service (like iPlayer), but the discovery and navigation happen through the simpler Freely interface.

Is Freely a Competitor to Sky, Virgin Media, or Netflix?

Yes and no. Freely competes for your viewing time, but not for your money.

  • Sky, Virgin Media, and Netflix are paid-for subscription services. You pay a monthly fee to access their content and channels.
  • Freely is a free-to-air service. There are no monthly subscriptions, contracts, or viewing fees (beyond the cost of your TV licence and your separate home broadband bill).

Freely is the PSB’s answer to the streaming age, designed to be the primary free option on modern televisions, sitting alongside any paid services you may choose to subscribe to.

How to Get Freely

How Can I Get the Freely Platform?

You can only get Freely by buying a new Smart TV that has the platform built-in.

You cannot download Freely as an app onto an older TV, a streaming stick (like an Amazon Fire Stick or Roku), or a set-top box. It is an integrated platform that, from 2024, will become the standard for new televisions from many major manufacturers sold in the UK.

What Are the Main Benefits for Viewers?

  • No Aerial Needed: This is the biggest advantage. You can set up your TV anywhere you have a broadband signal. It’s ideal for rooms without an aerial socket, listed buildings, or areas with poor terrestrial reception.
  • One Unified Guide: You no longer need to switch from live TV to a separate app (e.g., exit live TV to open iPlayer). Live and on-demand programmes are presented together.
  • Simplicity: The system is designed to be as simple to use as traditional television, but with all the features of a modern streaming service.
  • It’s Free: There is no subscription cost to use the Freely service.

Common Misconceptions About Freely

  • MISCONCEPTION: Freely is an app I can download.
    • CLARIFICATION: No, it is a hardware-level platform that comes built into new Smart TVs.
  • MISCONCEPTION: Freely costs a monthly fee, like Netflix.
    • CLARIFICATION: No, it is a free service. You only pay for your TV licence and your broadband.
  • MISCONCEPTION: I can upgrade my old Freeview TV to Freely.
    • CLARIFICATION: No, Freely requires a new, compatible television. Your existing Freeview or Freeview Play TV will continue to work as it does now.
  • MISCONCEPTION: Freely is just a new name for Freeview.
    • CLARIFICATION: No, it is a significant technological evolution. Freeview is (primarily) aerial-based, while Freely is entirely broadband-based.

Further Reading:

  • Everyone TV: The official website of the organisation behind Freely, Freeview, and Freesat.
  • BBC News (Technology): For consumer-facing news and analysis of the platform’s launch and features.
  • Which?: The UK consumer advice body, offering impartial reviews and guides on new televisions and services.