A new player has emerged in the UK TV market, challenging the dominance of Sky and Freeview. Freely, introduced in 2024, has quickly gained traction with over one million households adopting the service.

Since its inception, Freely has continuously enhanced its features and expanded its content offerings. With more than 50 live channels accessible without the need for an aerial or satellite dish, Freely has positioned itself as a convenient and versatile alternative.

The latest development from Freely is the introduction of Freely Spotlight Channels, providing additional entertainment options at no extra cost. These channels will be streamed exclusively through standard Wi-Fi connections, offering viewers more diverse content choices.

Freely has designated channel slots for its Spotlight Channels, including positions on channel 31 and channels 90 to 99. Additionally, CTV OS partners on Freely-enabled devices will have access to these channels, with V (formerly VIDAA) being the inaugural launch partner.

V, the company behind the VIDAA OS platform featured in Hisense TVs, will curate a selection of channels to be integrated into the Freely TV Guide. This move aims to elevate the visibility and credibility of selected channels within the regulated UK TV landscape.

While specific content details for Freely Spotlight Channels have not been disclosed yet, more information is expected closer to the launch date. According to Deep Halder, Chief Commercial Officer at Everyone TV, Freely’s expansion strategy focuses on delivering long-term value and creating opportunities for partners while ensuring free, quality TV remains easily accessible to UK audiences.

For those unfamiliar with Freely, it is operated by the team responsible for Freeview and Freesat. What sets Freely apart is its broadband-based content delivery system, eliminating the need for traditional aerials or satellite dishes. Users only require a compatible TV or set-top box and a stable Wi-Fi connection to access Freely’s offerings.

Currently, Freely provides over 50 live channels, on-demand content, personalized recommendations, a comprehensive TV guide, and the ability to pause live TV, catering to the evolving preferences of modern viewers.