Freeview will roll out a new advertising campaign on Saturday evening to launch a new slogan: 'Entertainment. It’s even better when it’s free'.
Created by Leo Burnett and directed by Stink.tv paring, Ne-o, the advert follows the exploits of a group of computer-generated tadpoles seen through the eyes of a small child.
Guy North, marketing communications director at Freeview, said: “With this campaign we want people to engage with the brand, by showing just how amazing entertainment that is free can be. We hope this will make them think again about Freeview and realise that far from being second best, being free can mean something is even better.”
Freeview has bolstered its offerings lately with the announcement last month that news channel Al Jazeera English, American channels including Nickelodeon and Comedy Central (through a pay monthly scheme,) and pay-per-view horse racing from Racing UK will all be added to the package int he near future.
However, the provider was dealt a blow yesterday (3 October) when Ofcom announced proposed changes to the way it will use the UK's radio spectrum.
According to a report in The Independent, these changes could "kill millions of Freeview TVs" and "affect up to 30 per cent of the population", though it is not thought that the shake up will take place before 2018.
Though Freeview suffered from the previous digital switchover, the company has found its place in the digital age with Media Week reporting that "the number of homes with Freeview HD on their main set is believed to be 3.53 million, and growing."
Freeview's new advert will air during Saturday night's episode of the X Factor.and will also see the launch of a 'Pondview' hub, allowing users to interact with the advert's protagonists.