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Freely, the new free streaming service backed by Britain’s public service broadcasters PSBs that delivers live TV over broadband, has launched. The initiative is from Everyone TV, the organization which runs free TV in the U.K. and is jointly owned by the BBC, ITV, Channel 4 and Paramount Global’s Channel 5. Announced last year, the service allows viewers to browse and watch live TV channels together with on-demand content streamed to their smart TV via the internet. Freely will be built-in to the next generation of smart TVs and features a lineup of public service broadcaster content and other free-to-air channels.

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