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Freeview has announced a new online ‘Bundle Builder’ service, as a response to growing demand for bundles of shows that are available on free TV.

Speaking at the Outside the Box conference at BAFTA’s headquarters in London this morning, Freeview managing director Guy North said that Freeview Play, which underpins Freeview Bundle Builder, is becoming increasingly important to the growth of on-demand viewing.

“Today, we’re working with all but one of the leading manufacturers so we’re well on the way to achieving our ambition for Freeview Play to be built into every TV sold in the UK,” he said.

“Consumers don’t care whether shows come through an aerial, a dish a cable or a pipe – they just want to watch it how and when they want.”

Freeview Bundle Builder is an service designed to recommend programmes available on Freeview’s catch-up and on-demand service, Freeview Play, based on users’ viewing preferences.

“To ensure that free-to-air television remains at the forefront of the UK’s TV industry broadcasters and policy makers must rise to the challenge and make sure content remains free and universally available whether broadcast, streamed or on-demand,” said North.

Speaking at the same event, Jonathan Thompson, CEO of Digital UK, urged action to safeguard British programme-making, public service content and competition.

“We have a choice. We can choose to become a footnote in the quarterly results of Apple or Amazon or we can strive for something better,” said Thompson.

“Our industry needs to lead the charge and act together to strengthen rather than loosen the bonds on which our success was built. We must go faster and further than ever done before.”