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Freeview has announced that it will no longer license the Freeview HD brand to new TVs manufactured from 2021 onwards. In 2022 this will be extended to new set top boxes. 

Launched in 2009 following the launch of BBC HD and ITV HD, the Freeview HD brand certifies that a device has an HD tuner and can receive Freeview and its portfolio of HD channels. The decision to phase out the Freeview HD brand follows on from the success of Freeview Play. Whilst live TV remains important for many, TV viewing habits are evolving to embrace on demand which comprises a core element of the Freeview Play offer.

Launched in 2015 Freeview Play has become the standard for new TVs in the UK, with over 10 million devices sold to date. Freeview Play gives viewers access to the full range of Freeview channels, including HD content, alongside eight on demand players; BBC iPlayer, ITV Hub, All 4, My5, UKTV Play, CBS Catchup Channels UK, Horror Bites and STV Player.