This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.

You can find the current article at its original source at http://www.guardian.co.uk/media/2013/feb/20/freeview-ad-top-rated-programmes

The article has changed 2 times. There is an RSS feed of changes available.

Version 0 Version 1
Freeview ad claims platform airs 95% of top-rating TV programmes Freeview ad claims platform airs 95% of top-rating TV programmes
(7 months later)
Freeview has raised the stakes in its battle for the nation's living rooms in a bullish ad campaign claiming that 95% of the most popular television programmes are available free-to-air.Freeview has raised the stakes in its battle for the nation's living rooms in a bullish ad campaign claiming that 95% of the most popular television programmes are available free-to-air.
The free-TV platform, currently in 19.3 million homes, will take aim at pay-TV rivals BSkyB and Virgin Media with the new campaign that will launch on ITV, Channel 4 and the UKTV network of digital channels on Friday.The free-TV platform, currently in 19.3 million homes, will take aim at pay-TV rivals BSkyB and Virgin Media with the new campaign that will launch on ITV, Channel 4 and the UKTV network of digital channels on Friday.
The ad, created by the Leo Burnett agency, claims that 95% of the top 1,000 programmes on UK television between January and June last year were available on Freeview, according to figures from industry body Barb.The ad, created by the Leo Burnett agency, claims that 95% of the top 1,000 programmes on UK television between January and June last year were available on Freeview, according to figures from industry body Barb.
Freeview has also published research to accompany the ad which suggest that nearly three-quarters (72%) of consumers who pay for a package of TV, broadband and phone from a single provider are confused about what they have signed up to.Freeview has also published research to accompany the ad which suggest that nearly three-quarters (72%) of consumers who pay for a package of TV, broadband and phone from a single provider are confused about what they have signed up to.
It followed a jointly-commissioned study by Freeview and the Post Office last month that said 75% of viewing hours in pay-TV homes – currently numbering 13.7 million in the UK – were of free-to-air services. Freeview claimed this meant pay-TV homes were spending an average of nearly £200 each on TV they did not watch.It followed a jointly-commissioned study by Freeview and the Post Office last month that said 75% of viewing hours in pay-TV homes – currently numbering 13.7 million in the UK – were of free-to-air services. Freeview claimed this meant pay-TV homes were spending an average of nearly £200 each on TV they did not watch.
Ilse Howling, Freeview's managing director, said that it was important for the company not to "relax" following the completion of digital TV switchover in the UK last year.Ilse Howling, Freeview's managing director, said that it was important for the company not to "relax" following the completion of digital TV switchover in the UK last year.
She said the recession was prompting customers to examine their budgets more closely and to realise that "they do not need to pay a subscription to get the television they want".She said the recession was prompting customers to examine their budgets more closely and to realise that "they do not need to pay a subscription to get the television they want".
"People are still signing up to contracts they are not understanding and are sleepwalking into pay television, or are not reading the small print," she said."People are still signing up to contracts they are not understanding and are sleepwalking into pay television, or are not reading the small print," she said.
The most popular 1,000 programmes will inevitably be skewed towards free-to-air channels because they are – unlike pay-TV – available in every home in the country.The most popular 1,000 programmes will inevitably be skewed towards free-to-air channels because they are – unlike pay-TV – available in every home in the country.
Guy North, the Freeview marketing communications director, said: "As household budgets are increasingly stretched, we're highlighting the alternative to pay TV.Guy North, the Freeview marketing communications director, said: "As household budgets are increasingly stretched, we're highlighting the alternative to pay TV.
"Our latest campaign encourages consumers to question whether an expensive subscription package is really right for them if most of the content they watch is free-to-air.""Our latest campaign encourages consumers to question whether an expensive subscription package is really right for them if most of the content they watch is free-to-air."
On the issue of potential 4G interference to many Freeview homes, Howling said she hoped the number of households affected would be kept to a minimum but stressed that this work was being overseen by a separate body, Digital Mobile Spectrum, jointly controlled by the mobile phone companies.On the issue of potential 4G interference to many Freeview homes, Howling said she hoped the number of households affected would be kept to a minimum but stressed that this work was being overseen by a separate body, Digital Mobile Spectrum, jointly controlled by the mobile phone companies.
"We do not know the number but are waiting to hear based on up-to-date assessments," she said."We do not know the number but are waiting to hear based on up-to-date assessments," she said.
The total number of high definition channels on Freeview will increase from four to 14 by the end of next year subject to regulatory approval from Ofcom.The total number of high definition channels on Freeview will increase from four to 14 by the end of next year subject to regulatory approval from Ofcom.
• To contact the MediaGuardian news desk email media@guardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication".• To contact the MediaGuardian news desk email media@guardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication".
• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.
Our editors' picks for the day's top news and commentary delivered to your inbox each morning.