ITV will go unencrypted on satellite as part of its plans to launch a rival to Freesat, the broadcaster announced today.

The move follows the lead of the BBC, who went in the clear at 28.2oE two years ago as part of a cost-cutting drive.

"As the UK's largest and most popular commercial broadcaster we want our channels to be available to as many people as possible, regardless of technological and geographical constraints," explained Charles Allen, chief executive of ITV. "Today's announcement significantly strengthens ITV's digital presence and we are delighted to be taking a leading role in the marketing and development of free digital television."

Mark Thompson, Director-General of the BBC, added: "We welcome ITV’s intention to take all its channels into the clear on satellite, and also welcome them as partners in the project to develop a consumer friendly, subscription-free satellite proposition. This is great news for viewers. It paves the way to provide subscription-free digital television across the whole country."

Satellite viewers have been able to access ITV1 without charge since its launch on the platform in 2001 but have required a viewing card to do so. Switching to a free-to-air delivery negates the need for such a card, meaning that anyone with a dish pointed at the satellite can access the services.

Although the 'footprint' of the satellite is tightly focussed on the UK, some viewers across Northern Europe with large enough dishes are able to pick up the channels, causing potential transmission rights issues for the broadcasters concerned.

Despite the problem, ITV today insisted that it had "consulted" with the relevant rights holders and would be able to proceed with its plans without incident.