Tuesday, 13 December 2016 10:05

Freeview gives free-to-air TV services a boost in Aussie market


The Freeview free digital TV service is claiming strong growth in the Australian market with household penetration of its service reaching the 20% mark this year to compare favourably with mature overseas markets.

The company, which launched in Australia in 2008, says its Freeview Plus hybrid TV service — which presents and promotes Australia’s free-to-air TV channels — has now doubled household penetration to 20% from performance figures released earlier this year, mainly to national marketing activities and a TV certification programme.

“This is a great result as our goal was, indeed, to reach the 20% mark this year. It’s encouraging to see the Australian market growth compare so favourably with more mature markets like Germany, for example, where there is around 40% market penetration of hybrid TV receivers after six years,” said Freeview chief executive Liz Ross.

She attributed the growth to a number of factors, including a national marketing campaign and a “highly successful” certification programme ensuring that more than 80% of all smart TVs sold are compatible.

Freeview also launched a new "Keeping up with the Freemans" TV campaign in August to specifically promote what Ross says is the “simplicity” and features of FreeviewPlus.

“When you consider an 85% connection rate of FreeviewPlus-enabled TVs across the country, it’s clear to see how TV viewers can now easily gain access to a huge choice of free-to-air programming whether it is live or catch-up,” she said.

Freeview also recently launched the Freeview FV mobile app which Ross says further adds to the appeal of free-to-air TV “through convenient access to live streaming and catch up TV while on the go”.

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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