The new service, called Freely, will allow viewers to browse and watch live TV together with on-demand programmes streamed to their smart TV via the internet. Set for launch in 2024, Freely will feature public service broadcaster content and other free-to-air channels, replicating the terrestrial TV experience. The development reflects the growing number of users watching content online but who still want easy access to the shared experience of live TV. With a similar goal to the Media Bill currently going through Parliament, which proposes reforms to create a level playing field between public service broadcasting and on-demand programme services, Freely illustrates that the industry is adapting to changes in consumer viewing habits.

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