Amazon Fire TV is displayed during a media event in this file photo. REUTERS/Beck Diefenbach/File Photo
LONDON (Reuters) - Freely, a new streaming service backed by the BBC, ITV and other British public broadcasters, will be available on Amazon Fire televisions following a "landmark deal" with the U.S. technology giant, the companies said on Monday.
The deal is a win for the BBC, ITV, Channel 4 and Channel 5, whose joint venture, called Everyone TV, launched Freely earlier this year, allowing viewers to stream both live TV and on-demand content for free when they purchase smart TVs carrying the service.
The tie-up will help take content from the four public broadcasters - which are required by UK law to offer programming beneficial to the public interest - to more British households, through smart TVs using Amazon's popular Fire operating system.
"A deal of this kind, between a technology giant and those working in the public interest, is remarkable," Everyone TV Chief Executive Jonathan Thompson said.
"It represents a significant development in widening the availability of Freely and therefore ensuring UK audiences can access free TV well into the future."
Freely's launch in April marked the first time all four of Britain's public service broadcasters joined hands to set up a streaming service, as they look to future-proof live TV in the age of streaming.
Freely offers 70,000 hours of on-demand content, more than any other major streaming platform in Britain including Netflix, Disney, Amazon Prime and Apple TV, according to data from London-based Ampere Analysis.
Everyone TV has also signed a deal with TV manufacturer TCL, which will include Freely in their new 2024 smart TVs, it said.
(Reporting by Sachin Ravikumar; editing by Sarah Young)
