Free TV undergoes rebranding as industry reaches 'inflection point'

Josh McDonnell
By Josh McDonnell | 5 August 2019

Free TV has undergone a rebrand, while also refreshing its website, as the industry body makes its first change to its brand since 2003.

Free TV Australia CEO Bridget Fair, said the new logo and brand identity reflect the modern media landscape and the strong future for commercial free-to-air television in the lives of all Australians.

She added that the industry was at an "inflection point", both in terms of changing viewer behaviour and the resultant pressures on our regulatory framework.

"With these changes in mind, the time seemed right to revitalise our brand. The inspiration for our new logo is television without borders, which reflects the fact Free TV Australia is a modern, future-facing organisation," Fair says.

“The way Australians consume content has changed significantly over the past decade and Free TV broadcasters have changed with them, delivering new channels, new on-demand services and continuing to evolve our content offering."

The new Free TV Australia logo and brand refresh was developed by multidisciplinary design agency CRE8IVE, while the website was created by the Sydney digital creative agency Chook.

Today’s announcement follows the launch in June of ClearAds, the new name and brand identity for Free TV Australia’s Commercial Advice division.

Fair says the changes to the Free TV Australia brand underline the key role its members play in the Australian media sector and the broader economy.

“Commercial free-to-air television makes a valuable contribution to the Australian community, with Free TV members employing more than 15,000 people and contributing $2.8 billion to the Australian economy," Fair added.

“In 2017-18, Free TV broadcasters spent $1.63 billion on Australian content, up from just under $1.1 billion in 2009-10 and representing more than 84% of their total content spend."

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