Why not deliver Freeview On Demand entirely over IP?

Freeview On Demand is created using HbbTV standards, which works by integrating broadcast and broadband delivery mechanisms – this allows viewers to switch easily between Live TV and On Demand viewing. 

The initialising component of the application is sent over the air via broadcast so you can go to Freeview On Demand while you’re watching Live TV, and easily switch between Live TV viewing and On Demand. 

For viewers who are only interested in On Demand viewing, we’re developing a Freeview On Demand smart TV app that is delivered entirely over IP. 

When this Smart TV app is released, Freeview On Demand will be accessible from the apps menu of all Smart TVs that support the app. Users of these Smart TVs will only need a broadband connection to access Freeview On Demand, no TV antenna connection would be required.