Story from Cord Busters:
The streaming box cord-cutters have been begging for since Freely launched last year might finally be on the horizon.
In a speech at Salford’s Lowry Theatre today, BBC Director-General Tim Davie revealed the broadcaster is considering a dedicated Freely streaming device with a simplified interface – directly tackling the platform’s biggest limitation.While frustratingly light on details, this marks the first semi-confirmation that a standalone Freely box could be in the works. No more needing to buy a brand new TV just to access the platform – if this is actually released.
Since its launch in April 2024, Freely has been positioned as the streaming-age successor to Freeview and Freesat – a unified platform that lets you access live TV channels and on-demand content without needing an aerial poking out of your roof.
Over the past year, Freely has gradually got its act together, feature-wise.
Just this month, as we reported, the platform received the “Freely Next” update, adding long-awaited features like a Backwards TV Guide and a “Never Miss” function that highlights what’s on now and what you’ve just missed.The platform now offers more than 55 streaming channels from the usual suspects (BBC, ITV, Channel 4, Channel 5, UKTV), with some TVs (like Hisense and Toshiba) offering 80+ additional FAST channels from the VIDAA platform.
On the hardware front, Freely has made decent progress, recently adding Philips TVs and JVC models to its lineup.
According to their latest boasting, Freely has now secured deals with brands representing nearly half (48.6%) of the UK TV market – not bad for a platform that’s barely a year old, though major brands – such as Samsung and LG – are still missing.
But for all this progress, Freely has suffered from one massive, glaring problem: you can only get it if you shell out for a new TV.
There’s been no standalone box or streaming stick that would allow the millions of us with perfectly good older TVs to access the platform without forking out hundreds of quid for a new telly.
This has been the elephant in the room since day one, and a question I’ve badgered Freely representatives about on multiple occasions.
While they’ve never ruled out standalone devices entirely, there’s been no concrete movement – until now (maybe).
In today’s speech, Davie made it clear that the BBC is fully embracing the shift to internet-based television:
“We have been working hard to build digital platforms and content to meet changing audience needs, enriching our offer and welcoming the possibilities of a post broadcast world,” he said.
Going further, Davie called for the government to “confirm an IP switchover in the 2030s, setting out the conditions and providing certainty to ensure success.”This echoes the government research we’ve banged on about before, which predicts that by 2040, more than 70% of UK homes will have ditched aerials and dishes entirely, getting all their telly through their broadband instead.
The BBC is clearly positioning itself as a leader in this transition, rather than being dragged kicking and screaming into the streaming age.
As Davie put it: “I talked a few years ago about my belief that we needed to own digital switchover, not get dragged, and proactively shape the future.”
For the 18 million UK homes still using Freeview, this confirms what many have suspected – the aerial on your roof has a shelf life.
Davie’s comments suggest the BBC has fully embraced the inevitable death of traditional broadcasting, and is now planning for life after.
So what exactly did Davie say about this potential Freely device? Here’s the key quote from his speech:
“We want to double down on Freely as a universal free service to deliver live TV over broadband.
“And we are considering a streaming media device with Freely capabilities built in, with a radically simplified user interface specifically designed to help those yet to benefit from IP services.”
While this doesn’t give us much in terms of specs, price, or release date, it does give us a clear picture of what the BBC is aiming for – a simple, accessible device that works more like traditional TV than a complicated streaming stick.
You might be thinking, “So what? We’ve already got Fire TV, Roku, and a dozen other streaming gadgets. Who needs another box?”
The answer is simpler than you might think: millions of people who find current streamers too complicated.
Fire TV and other mainstream streaming platforms are brilliant for tech-savvy viewers who want apps, games, and all the bells and whistles.
As we saw with Amazon’s recent addition of BBC channels to their Live tab, these platforms are making strides toward offering a Freely-like experience, but they’re still primarily app-focused ecosystems with all the complexity that entails.
The Freely device Davie hinted at would be something different – a “radically simplified user interface specifically designed to help those yet to benefit from IP services.”
In plain English? A box that works more like traditional telly. Turn it on, see live (streaming) channels, access a simple guide, and watch catch-up without navigating a maze of apps or being pestered with endless recommendations and adverts.
This could be a godsend for older viewers, tech-phobic relatives, or anyone who just wants their telly to behave like, well, a telly – not a computer with a Netflix addiction.
Elsewhere in his speech, Davie highlighted another issue that might be pushing the BBC / Freely towards developing its own hardware – the ongoing battle for visibility on existing streaming platforms.
Reading between the lines, it’s clear the BBC is growing frustrated with how its services are positioned on platforms like Fire TV and Roku, where commercial interests determine which apps get prime placement.
“We need to see robust implementation of the Media Act at pace,” Davie urged, emphasising the importance of “securing good PSB prominence on every platform.”
His concern? That without intervention, finding public service content will become increasingly difficult as commercial interests take priority.
“If people can’t find our services, and prominence is simply secured by the highest bidder, then we can’t build connections and trust,” he warned.
A dedicated Freely device would solve this problem at a stroke – allowing the BBC and other public service broadcasters to control exactly how their content is presented, without having to negotiate with (or pay) tech giants for visibility.
One of the biggest hurdles in the digital TV transition is making sure everyone can still watch their channels and shows, regardless of their tech skills or budget.
The government’s own research has identified around 1.5 million households (about 5% of UK homes) that could be left in the dark when the aerial signal eventually gets switched off.
Those most at risk? Older people (particularly over-75s), people living alone, those on tight budgets, rural communities with rubbish broadband, and people with disabilities.
A dedicated Freely device could help solve this problem, providing a simple, affordable bridge to digital TV for these vulnerable groups.
Davie acknowledged this challenge directly, saying the BBC can “play a key role in innovating to ensure that the new world is inclusive and accessible,” with a Freely device being part of that solution.
But there are still loads of questions the BBC hasn’t answered.
Will this box need fast broadband? How much will it cost? Will there be subsidies for pensioners? And most importantly – when on earth might we actually see one in the shops?
Let’s be honest – if and when a Freely device does turn up, it won’t be trying to compete head-on with Fire TV, Roku, and the rest of the streaming gang. They’re playing different games.
While those platforms are battling it out in the app-driven streaming wars, a Freely box would be focused on providing a simple, straightforward TV experience for people who find modern streaming devices a bit of a faff.
Think of it more as a spiritual successor to those basic Freeview boxes that helped millions navigate the digital switchover back in the 2000s – a helping hand for those who might otherwise be left behind when the aerial signals eventually go dark.
That said, there’s potentially a bigger market for such a device than the BBC might think. Plenty of us are suffering from “smart TV fatigue” – fed up with navigating complex interfaces, juggling dozens of apps, and being bombarded with recommendations and adverts every time we just want to watch Eastenders.
A streamlined, no-nonsense Freely box that just shows you what’s on now, what’s coming up, and what you’ve missed could be a breath of fresh air for viewers who want their telly to be simple again.
But before you jump – no, a simple Freely box would, most likely, NOT include any recording capabilities (such as those on Freeview recorders like the Manhattan T4-R), even though many of our readers still swear by old-style recording.
While Davie’s announcement gives us hope, it’s worth noting that he only said they’re “considering” such a device – not that one is definitely coming or has a release date.
That said, the logic for such a device is blindingly obvious, and with the digital switchover now firmly on the horizon, the case for a universally accessible Freely box is stronger than ever.
If a Freely device does materialise, it could be the final piece of the puzzle that transforms Freely from a nice bonus feature on pricey new TVs to a genuine successor to Freeview – accessible to everyone, whether you’ve bought a new telly recently or not.
However, this doesn’t say anything about potentially adding Freely support to existing Fire TV and Roku streaming sticks – we still don’t know whether that day will ever come.
We reached out to Freely for more information about this potential new box, and will update this article accordingly – but I suspect Davie’s quote is the most we’ll get in the near future.
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