Freely Streaming Service Launches on Amazon Fire TVs in UK

LONDON: In a significant move for the streaming landscape in the UK, Freely, a new streaming service supported by the BBC, ITV, and other public broadcasters, is set to be available on Amazon Fire televisions. This announcement comes after a "landmark deal" was struck between the companies, marking a pivotal moment for viewers seeking free content.

The collaboration is a notable achievement for the BBC, ITV, Channel 4, and Channel 5, who together launched Freely earlier this year under the joint venture known as Everyone TV. This innovative service allows viewers to enjoy both live television and on-demand content without any cost, provided they purchase smart TVs that support the service. The partnership aims to extend the reach of these public broadcasters, which are mandated by UK law to deliver programming that serves the public interest, to a broader audience across the nation.

Jonathan Thompson, Chief Executive of Everyone TV, expressed his enthusiasm about the deal, stating, "A deal of this kind, between a technology giant and those working in the public interest, is remarkable." He further emphasized that this agreement represents a significant step forward in making Freely more accessible, ensuring that UK audiences can continue to enjoy free television well into the future.

Freely's launch in April was a historic moment, as it marked the first time that all four of Britain's public service broadcasters collaborated to create a streaming service. This initiative is a strategic response to the growing popularity of streaming platforms, aiming to future-proof live television in an era dominated by on-demand viewing. According to data from Ampere Analysis, Freely boasts an impressive library of 70,000 hours of on-demand content, surpassing other major streaming platforms in the UK, including Netflix, Disney+, Amazon Prime, and Apple TV.

In addition to the partnership with Amazon, Everyone TV has also secured a deal with TV manufacturer TCL, which will feature Freely in their new smart TVs set to launch in 2024. This expansion is expected to further enhance the availability of free content for viewers across the UK.

As the landscape of television continues to evolve, the introduction of Freely on Amazon Fire TVs represents a crucial development for public broadcasting in the UK. It not only provides viewers with more options for accessing free content but also reinforces the commitment of public broadcasters to serve the community. With the increasing shift towards digital consumption, initiatives like Freely are essential in ensuring that quality programming remains accessible to all, regardless of financial constraints. This move could very well set a precedent for future collaborations between technology companies and public service broadcasters, paving the way for a more inclusive media environment.