I've yet to read a positive article on Free TV Australia's attempts to brand HD TV as a "new" product, and this is no different.
On the "FreeView" logo, Adam says:
Expect to starting hearing the phrase "look for the Freeview logo", which really means "look for the device that won't let you skip our precious advertising".
If the FreeView logo really just means "HD tuner that won't let you skip ads", it's disturbingly pointless...
I've heard some reports that seem to suggest "FreeView" branded devices will have an improved Electronic Program Guide, but what that actually means I don't know.
Suggestions that the existing EPG might go away are answered with this quote from Adam's article:
It [Free TV Australia] also made empty threats about introducing an encrypted EPG, which of course would screw over everyone who has bought digital television gear in the last decade.
The only positive (for free to air TV) effect I've seen from any of the FreeView advertising is the attitude of my father-in-law. His Foxtel subscription is up for renewal and he won't be resubscribing, based purely on reports of Channel 10's "One" all sport channel.
I hope he isn't disappointed.
Although, ironically, his decision to drop Foxtel will mean he'll finally be able to use the PVR built into his TV, something he couldn't do with Foxtel.