Freely, the free UK streaming service broadcasters collectively launched in April, has gained a foothold on smart TVs that run Amazon’s Fire TV OS. Backed by the BBC, ITV, Channel 4 and Channel 5, Freely combines free live linear channels with on-demand content in an ad-supported streaming environment. Since those broadcasters must, by government charter, offer “programming beneficial to the public interest,” there has been concern around keeping them relevant and accessible in the streaming era. The deal between Freely and a tech giant with a popular OS is seen as a big win.

Freely is something of a landmark innovation in itself, marking “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,” according to Reuters.

“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,” per data from London-based Ampere Analysis.

The new distribution was couched as “a landmark deal” by Everyone TV, the joint venture between the Freely broadcast partners. “Specifically, the deal means Freely will be available this fall on Amazon Fire smart TVs in the UK and smart TVs from other OEMs that are running the Fire TV OS built-in,” StreamTV Insider points out.

However, “the agreement doesn’t extend to portable Fire TV devices, meaning Freely won’t be available on external Fire TV dongles or streaming sticks.”

It will, however, “be available on Amazon’s Fire TV 2-Series, 4-Series and Omni Series,” as well as “2024 4K smart TVs running the Fire TV OS from TCL, under a partnership with the latter,” StreamTV Insider says.

Panasonic will incorporate Freely on OEM premium OLED smart TVs that run Fire TV OS, too. Panasonic currently offers Freely access through 2024 4K smart TVs that run the TiVo OS.

Freely “will also become the primary TV guide on Amazon Fire TV smart TVs and those with Fire TV built-in,” reports ReadWrite, noting that the Prime player “has been attempting to attract more viewers and advertisers in recent months” as it next year increases the number of ads on Amazon Prime’s ad-supported tier.