Low-key start for BBC's Freeview digital service

The BBC's new Freeview service, which will allow television viewers to watch a raft of digital programmes without having to pay a subscription fee, will receive a low-key launch tomorrow.

The service goes on air at 6am with 24 television channels, 12 radio stations and four text services, including the BBC's children channels, Sky News and ITV2. Anyone who has an old ITV Digital box, a digital television or an adaptor costing about £100 will be able to watch its channels.

But the Freeview consortium of the BBC, BSkyB and the transmission experts Crown Castle is avoiding a blaze of publicity in favour of providing information to anyone who inquires by telephone, internet or in TV stores. It will instead include details in a digital TV promotion in the first week of November which will also include explanations of existing digital satellite and cable provision.

By contrast, Freeview's forerunner, ITV Digital, was launched as ONdigital with a marketing drive costing £90m in its first year. It was eventually re-launched with the £40m Monkey campaign that proved enormously popular but did little to save the ailing service.

Government and broadcasters hope that Freeview will persuade more people to convert to digital television.

About three-quarters of British households will be able to receive the service, although about a quarter will need an aerial upgrade.