Freeview, the brand for free digital terrestrial television in the United Kingdom, has adopted a distinctly retro look with a new identity and the strapline ‘Free TV Land–where great TV is free’. It is apparently designed to “create a stronger ongoing relationship between the viewer and Freeview by emphasising the values that consumers love the most”.
It will be supported by new television commercials and in-store marketing materials in the run-up to Christmas. The web site welcomes visitors to Free TV Land–population 8 million and counting–and presents Freeview as the perfect gift. The graphic style is reminiscent of the seventies but also harks back to the thirties.
“The digital TV landscape can be a confusing and complex place for consumers,” said Freeview head of strategic marketing, Liz Reynolds. “Freeview’s success is built upon the simplicity of our offering combined with a fantastic channel line-up and great value for money.”
“‘Free TV Land’ celebrates everything that viewers love about Freeview. We’re seen as the home of free digital TV and our new creative gives us a more defined personality and identity, enabling us to build a stronger ongoing relationship with our viewers.”
Freeview is essentially a brand name for digital terrestrial television, promoted by DTV Services Limited, a joint venture between the BBC, BSkyB, ITV, Channel 4 and National Grid Wireless. The multiplex licences are actually held by the BBC, ITV/Channel 4, SDN and National Grid Wireless.