Freely: The Future of Free TV in the UK

I may be a bit behind the times when it comes to the official launch, but I am genuinely excited about the arrival of Freely. This post has been sitting on my phone for a few weeks—written during long waits in hospital corridors (a story for another time, perhaps). I’m glad I finally remembered to post it, as I’d love to hear your thoughts on what this means for the future of British television.

What is Freely?

If you’re a fan of free-to-air television in the UK, you might have already heard the news: the Public Service Broadcasters (PSBs) have launched Freely.

Freely is a live streaming platform that delivers all the channels available on Freeview directly over the internet, rather than via a traditional rooftop aerial. This means you can watch live TV from the BBC, ITV, Channel 4, Channel 5, and more on your Smart TV without needing a separate box, cable, or antenna.

It is being developed by Everyone TV—the organization that runs Freesat and Freeview—and is jointly owned by the PSBs. The goal is to provide a free, aggregated live TV experience that champions British content in a way that actually suits modern audience habits. Crucially, it also offers on-demand content from the PSBs, acting as a unified catch-up service.

Why it Matters

This isn’t just a convenience upgrade for viewers; it’s a survival mechanism for the PSBs. As more viewers migrate to Netflix, Amazon Prime, and Disney+, the PSBs face a massive challenge in maintaining relevance. Freely helps them reach younger audiences who expect a digital-first, online-only viewing experience. It also helps secure their funding, as they rely on the license fee and advertising revenue to keep producing high-quality content.

I’ve ranted in the past about how IPTV was the "next big thing" and wondered why our broadcasters hadn't jumped on that bandwagon yet. It’s finally happening! We’ve seen the proprietary versions already—Sky Stream is impressive, and the EE/BT revamp offers slick on-demand features—but those services come with monthly fees and hardware lock-in. The promise of an open, free alternative is a massive win.

The "Wish List" for the Future

While Freely is a great step, I have a few hopes for its evolution:

• Platform Agnostic Apps: Right now, there isn’t much word on apps for current Smart TV platforms or streaming devices like the Apple TV. Being able to install a Freely app on my Apple TV would be the dream.
• Plex Integration: I’d love a built-in option to add Freely streams to Plex. Currently, Plex Pass subscribers can attach DVB devices to their network, and it would be fantastic if there were an official way to add IPTV streams directly into that dashboard—or at least an easier way to bridge the two for developers.
• Community Broadcasting: I would love to see a path for confirmed community groups to launch their own channels. Imagine a shared community channel for amateur radio, local arts, or grassroots technology projects. Since IPTV doesn't have the same bandwidth limitations as traditional broadcast frequencies, the only real limit is the artificial ones placed on the platform.

It's relatively easy for community groups to set up their own broadcasts these days. With affordable hardware from companies like Blackmagic, you can create a basic, multi-camera setup for just a few thousand pounds. (I can already see another blog post in the future pricing all that out!).

Overall, I think Freely is a brilliant concept that will benefit both viewers and broadcasters. I’m eager to see where it goes from here. What are your thoughts? Are you as excited as I am, or are you skeptical about the transition away from aerials? Let me know in the comments below!