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Freeview unites networks

Seven, Nine, TEN, ABC and SBS have joined for a single campaign: the Freeview marketing push.

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At 6:29pm tonight all free to air broadcasters momentarily united, in the first on air marketing announcement of the Freeview platform.

Including the public broadcasters, it was a rare moment of unity. It is the first time in Australian television history Seven, Nine, TEN, ABC and SBS have joined for a single campaign. Prime, WIN and Southern Cross are also part of the not-for-profit organisation.

The advertisement signals the beginning of a marketing campaign for the digital platform, set to launch in 2009.

Network CEOs have gathered at Parliament House in Canberra for the launch by Minister of Communications Stephen Conroy, along with well known faces from each network.

“Freeview is perhaps the most important thing to happen in Australian television since Bruce Gyngell made history back in 1956 with those three simple words, ‘Welcome to television’,” the ABC’s Kim Dalton said.

“Tonight’s event is historic because every free-to-air television network is represented. Our traditional rivalries have been suspended in the name of a shared vision, ensuring that every Australian is ready for the future of digital television.

Freeview will feature 15 channels, including those already on air, and an Electronic Programme Guide, at a date yet to be announced. Today’s announcement is purely the start of the marketing of Freeview (rumours of the EPG launching tonight are incorrect).

The Freeview website has now launched.

Press Release:
The digital television revolution moves a step closer tonight with all of the nation’s major free-to-air broadcasters uniting for the launch of the Freeview brand.

Australia’s free-to-air broadcasters reach more than 99% of Australian homes.

Freeview will offer viewers better picture quality and more program choices than ever – with access to 15 digital channels and an Electronic Program Guide on ABC, SBS, the Seven, Nine and Ten Networks, as well as regional broadcasters WIN, Prime Media and Southern Cross.

Network Heads and CEOs will gather in Canberra tonight with stars from every free-to-air channel to launch Freeview with the Minister for Broadband, Communications and the Digital Economy, Senator Stephen Conroy.

At 6.29pm, viewers get their first taste of Freeview when a 60-second announcement promoting the next generation of free-to-view digital television goes to air on all networks around Australia.

This is the first time all of Australia’s free-to-air broadcasters, including the public broadcasters, have joined forces to pool resources for a major television campaign. It is a milestone in the drive for the take-up of digital television as Australia phases out analogue transmission, which is due to switch off in 2013.

As well as much more content being provided on the multi-channel digital platform, the Freeview Electronic Program Guide (EPG) will make it simple for viewers to find what they want to watch quickly and easily on every network.

In 2009, most Australian viewers will be able to receive five High Definition (HD) and 10 Standard Definition (SD) channels, making a total of 15 Freeview digital channels.

To receive all 15 Freeview channels, along with the Freeview EPG, households will be able to purchase digital set-top boxes to work with their existing analogue television sets. These boxes will be badged with the Freeview logo and available in stores next year.

Alternatively, people will be able to buy a Freeview branded integrated flat screen plasma or LCD digital television. In addition, a Freeview branded Digital Video Recorder will allow viewers to use the electronic program guide to record their favourite programs and watch them whenever they like.

Freeview is – and will remain – a free-to-view service. Once you have the digital equipment there is no contract and no subscription fees or ongoing costs.

The Chair of Freeview, Mr Kim Dalton, ABC Director of Television, says the new service will change the face of television while ensuring all Australians continue to enjoy the great range of programming offered by free-to-air networks.

“Freeview is perhaps the most important thing to happen in Australian television since Bruce Gyngell made history back in 1956 with those three simple words, ‘Welcome to television’,” Mr Dalton said.

“Tonight’s event is historic because every free-to-air television network is represented. Our traditional rivalries have been suspended in the name of a shared vision, ensuring that every Australian is ready for the future of digital television.

“The free-to-air broadcasters have pioneered digital television, investing millions in infrastructure and converting equipment and studios.

“Now it’s time for viewers to reap the rewards. Freeview will offer Australians more channels and more choice, better pictures and sound, an electronic program guide and all the other benefits that digital technology provides,” Mr Dalton said.

The Freeview consortium will be a major driver of digital television in Australia, with the free-to-air broadcasters collectively backing the venture with more than $50m worth of air-time over the next year.

About Freeview
Freeview Australia Ltd is a not-for-profit organisation comprising Australia’s free-to-air broadcasters; the Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS),
Seven Network Limited, Nine Network Australia Pty Limited, Network Ten Pty Limited, WIN
Corporation Limited, Prime Media Group Limited and Southern Cross Broadcasting (Australia) Pty
Limited. Freeview was formed to assist in the promotion of digital television in Australia and enable access to the very best quality free-to-view digital programming.

64 Responses

  1. I thought from what i read ages ago is, each channel was adding other channels which would mainly be non first run shows.

    They wouldn’t replace the HD channels with the new channels would they? Then they’d be offering none of their prime time, main channel programs in HD. And what offer older programming not avaliable in HD formats on the HD channels. That’d make no sense. Would ten really replace their HD channel broadcasting completely for sport? So they’d be a channel that offered none of their main programming in HD?

    This still all makes no logical sense to me.

  2. Freeview – Cause the FTA channels are Sh%tting themselves that most people are already watching their tv online, whether it’s illegally, itunes or iview.

    At least they’ll be an united force. I do like that idea.

  5. If you have an HD box or TV with HD tuner there will be no need to change. Freeview is just a marketing ploy to push free to air as opposed to pay TV.

    As for the new channels, Seven and Nine have not announced their plans as yet, so it’s all just a vague “Seven SD” or “Nine SD” promise, but given time they will reveal their hands. Ten has announced their SD and HD multichannels will both show ONE sports. SBS implies that SBS World News Channel wil become SBS2, so there’s some hope there.

  6. Okay I’m confused, I thought it was a new think to unite the FTA networks against Subscription TV but what does it mean for the end viewer? If you have a HD set top box or tuner in your TV we already get 15 channels (when the 2nd SD channels from 7-9-10 are launched) but do we now need something else???

    This is just going to confuse more people who think they need to layout more money for new hardware?

  8. -Alex, Yes 7 and 7SD are the same channel, same a 9 and 9SD, 10, & 10SD. -Justin: TenHD wil continue to run into 2009 until April, when I becomes ONEHD, the dreadfull all sport channel which we dont need.

    They are advertising all current channels and known new channels (OneHD) as not to connfuse people. Guess it did not quite work, and I can see how that happened. It is FTA we are dealing with here. Basically tonights ‘launch’ was pointless as the new channels have not started yet, and the only official one doesnt start until April 09. Also, the new EPG wont be around for a couple of months most proabably, so really, tonight was to confuse people and make them think that FTA is half decent, or will be.

    And really, with the HD channels mainly being a similcast, they are not really additonal channels. Well thats what I think, and I sure many other do too. Really it will be a total of 10 Channels if you dont count the similcast HD. ABC1, ABC2, SBS, SBS NEWS, Seven, (Seven’s New Channel) Nine, (Nine’s New Channel), TEN, ONE HD. I did not include OneSD, as that is a similcast too.

  9. David, a question:

    -From what I can see they say you will need a new set top box (freeview badged), my guess is they are using H.264/AAC MPEG4 Video (instead of MPEG2) for broadcast, hence less bandwidth is required than MPEG2 per channel for broadcast?? Most set-top boxes at present cannot process the MPEG4 video, so is what I am saying correct with the freeview system? I know New Zealand’s freeview uses h264/aac video/audio mux…

  11. I was watching TEN and then that ad came up. It started showing sunrise and i was like …wtf is this TEN or 7.

    Also on the FreeView website, they have TEN, TEN HD and ONE HD. I thought only ONE hd channel per network???

  12. Will regional viewers in SA get all 15 channels next year? Probably not. ABC and SBS will have their full services running but Win SA and Southern Cross GTS/BKN will probably only have 2 channels each broadcasting 7 and 10’s main channels. It will probably hurt them if they do not increase the amount of channels they broadcast as most people will go for the national broadcasters. One HD will also need to be available otherwise there will be more angry viewers. It is likely to see more services especially since there demand for it plus viewers will go digital if there is more choice.

    Remote networks also should be a part of this. Imparja and GWN shouldn’t miss out but then they haven’t gone digital yet and neither have their competitors in WA and remote Australia. Probably be wise to start freeview in these areas when the commercials go digital but they should start now. I wonder how many people in the remote regions with Imparja/GWN have digital even though they only get ABC and possibly SBS?

    At least I understand freeview as it is just a marketing tool used to increase digital uptake and get people to switch. About 45% have digital now, how about in a years time? 70% or more I think. Just hope freeview works.

  13. I’m confused… Do I have to purchase a new HD digital set top box for the new content or what’s the deal? Or is it just something like, you can’t get their fancy guide if you don’t have it?
    Is this just a branding of the existing services to make it sound new and different. The way radio in the USA started calling itself free fm after satellite radio began to pick up.

    Are they now saying.. oh for the free to air tv that you’ve been upgrading to digital and HD for years and years now.. now that the time to properly switch over is here, you have to upgrade again. If that’s the case… a major f**k you to the networks. It does seem that while this isn’t the case, they’re trying to pass it off as if you need to, to get money.

    So what’s the worth.. an EPG. On IQ2 i already have all the hd and secondary free to air channels, with an EPG. Channel wise.. Besides the whole 7, 7sd (whats the difference confusion) The only things there is SBS2 and One HD.. that i don’t think is currently on the air. There currently isn’t an sbs 2 yeah? Or is that just that sbs foreign news channel? It says One HD is sports, doesn’t interest me and thats not around until next year.

    So yeah what will be different. Or my being an early adopter, this just isn’t aimed at and won’t effect me at all. This all seems rushed, nothing there, unclear, and no benefit. One channel announced.. for second half of last year… yeah well wake me up when there’s something i care about.

    So yeah, what’s the deal? I don’t see anything to get me excited or interested.

  14. Wait. So if we already have a digital HD television, we need to buy a new one so we can get freeview or what? Otherwise, I loved the ad and I think this would be great!

  18. Imparja- There is no I in Freeview. I am a bit cheesed off that Imparja and GWN didn’t get a invite. They are the two most powerful forces in any digital changeover, with prized satellite licences to reach outback Australia.

    I am now expecting a anti Freeview campaign funded by Foxtel, Austar and Imparja.

  19. Ok.. so im a bit confused.. It has on their website that there will be Ten SD and Ten HD, with ONE HD aswell… I thought they were only allowed one HD channel.. Are they just not having a ONE SD channel… or how is that working??

  21. i went on the Freeview site and i saw that each station has 3 different channels. eg. 7, 7HD and 7SD. My question is, would 7 and 7SD broadcast the same thing?

  22. It was amazing!

    I got so excited…

    I think that with so little networks on Australian TV, seeing an ad like this was great.

    It was a mix of networks… only seen once before.

    I really did like it… and think its a great way to advertise.

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