TV ads will feature two “tongue in cheek” brand characters who will illustrate its new “<free time>” service, which offers a backwards EPG with editorial recommendations for programmes from the past week and gives viewers easy access to on demand services.

The ads form part of a multi-million pound marketing campaign that it hopes will help consumers “reappraise” how good a free TV service can be.

It will also include interactive digital advertising, experiential marketing across retail, press and social media.

Will Abbott, marketing and communications director at Freesat, says: “We set out to create a distinctive campaign that would both grab attention in a crowded market and explain the benefits <free time> offers satellite viewers, in a simple and fun way.

“By showcasing our new guide we wanted to challenge the assumption amongst some pay TV customers that choosing a free TV service means compromising on a brilliant TV experience.”

The campaign was created by VCCP.