Freeview has proved to be one of the most spectacular innovations in British broadcasting over the last decade. The BBC commissioned Keith Boyfield and Graham Mather of the European Media Forum to undertake an in-depth research study into why it has proved such an immense success.

This study, published in December 2006, is based on a wide ranging set of interviews with the leading figures responsible for the launch of Freeview, including Greg Dyke, the former Director General of the BBC, Andy Duncan, now CEO of Channel Four and Carolyn Fairbairn, currently a partner with McKinsey & Co. Other prominent broadcasters, academics and regulators including Dame Patricia Hodgson, the former head of the Independent Television Commission, were also interviewed for the study.

Entitled Freeview: the free broadcasting formula that clicked, the study analyses the demise of ITV Digital, the challenges facing the team launching Freeview and the subsequent marketing campaign adopted to promote this terrestrial digital television service. Freeview is driving the changeover to digital broadcasting in Britain and the study assesses how this has been achieved. It also identifies the major challenges confronting Freeview, notably the shortage of available spectrum, particularly for High Definition (HD) broadcasting, the potential for promoting subscription services and the development of the Freeview brand.

This report was the second study prepared by Keith for the European Media Forum in 2006. The first study, regulating Communications: the future regulation of UK Communications & Broadcasting, examines the technical, business and regulatory issues facing telecom suppliers and broadcasters in the rapidly changing communications sector both in the UK and across Europe. This study attracted widespread press and media coverage including feature articles and podcast commentaries in the Guardian, Independent, Daily Telegraph, Financial Times, Business  and Sunday Times. The BBC broadcast several radio interviews with Keith Boyfield and the Corporation issued an extensive commentary on the report via its own popular website (www.bbc.co.uk).