Freely, Madly, Deeply: British Broadcasters Collaborating (at long last)

It’s interesting and resonant to see the launch of Freely today (30/4/24), the new streaming service from Everyone TV backed by BBC, ITV, Channel 4 & Channel 5. It involves various of my former C4 colleagues including CEO Jonathan Thompson, Sarah Milton and James Tatam.

For the first time viewers can switch between live and on-demand TV from all the main UK broadcasters simply and gratis. It offers features like pause and restart, and gives access to additional episodes for free (the clue’s in the name). All that’s required is a WiFi connection, no dish or aerial. The idea is to offer “a single, unified platform” centred on British TV.

It has been billed as “the first time all four of Britain’s public service broadcasters have come together to launch a streaming proposition” – but that’s not strictly true. 16 years ago ‘Project Kangaroo’ bounced onto the scene. It was the secret working title for a VOD platform combining content from BBC Worldwide, ITV and C4. However Kangaroo fell at the fence of the UK Competition Commission (now Competition & Markets Authority) in 2009. That was arguably the nail in the coffin of UK TV.

It was the moment we could have competed against Netflix (just a year old at the time) and the emerging international streamers. It was perhaps the one time we coulda been contenders.

“You don’t understand! I coulda had class. I coulda been a contender, I could’ve been somebody, instead of a bum, which is what I am.”

(Elia Kazan’s classic ‘On the Waterfront’ has just been re-released in UK cinemas to mark its 70th anniversary.)

The Competition Competition looked at the parochial UK situation instead of the Big Picture and in their folly probably killed (certainly severely wounded) the Little Screen in this country. It’s still playing out now all these years later.

BritBox was a pretty lame attempt to fill the Kangaroo void. ITV and BBC Studios founded would-be global streaming service BritBox in 2017 as a joint venture to showcase British entertainment (original scripted and factual shows, co-pros, etc.) to international audiences. Last month we heard that ITV has sold its 50% stake in BritBox International to partner BBC Studios for £255M, probably a sign that the partners’ imperatives had evolved in somewhat different directions.

So it’s arguable that Freely is 16 years too late. But I hope otherwise and wish them the best of British…