Freeview unites networks

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.