UK’s Subscription-Free DTV Service Being Rebranded as Freeview Play

Freeview, the U.K.’s subscription-free digital TV service, is being rebranded as Freeview Play “in preparation for a new product launch that will introduce a mass market connected TV offer,” said DTV Services, the consortium of BBC, Sky, Channel 4, ITV and Arqiva that runs the service. “The Freeview logo and visual identity have been refreshed to reflect the platform’s evolving service and will be introduced across Freeview’s product portfolio and brand marketing.”