Freeview gets a new look

Freeview has unveiled a new identity today, which it hopes will attract more customer to switchover to 'free-to-air' digital TV.

The strapline, "Free TV Land - where great TV is free" has been created, the company says, to "create a stronger ongoing relationship between the viewer and Freeview by emphasising the values that consumers love the most."

The new look, developed by branding and design agencies Branded and 999, will be used across all Freeview's communications, including advertising, in-store material, marketing collateral, PR and online. New TV ads begin this week in the run up to Christmas, with information packs being sent out to selected homes and retailers.

Liz Reynolds, head of strategic marketing, Freeview, said: "Free TV Land celebrates everything that viewers love about Freeview. We're seen as the home of free digital TV and our new creative gives us a more defined personality and identity, enabling us to build a stronger ongoing relationship with our viewers."

Freeview, which launched in 2002, is now in 8.6 million UK homes. The Freeview brand is owned by DTV Services Limited, a joint venture between the BBC, National Grid Wireless, BSkyB, ITV and Channel 4.