The Amazon-owned IMDb TV is getting a rebrand, complete with a new name: Freevee.
The new name takes effect on April 27 and is intended to not only distinguish the platform from IMDb proper but to hammer home the point that there's no cost to the service.
"Over the past two years, we have seen tremendous growth for our AVOD service and are committed to bringing our audiences premium, free-to-consumer content," Amazon Studios Head Jennifer Salke said. "We’re looking forward to building on this momentum with an increasing slate of inventive and broadly appealing originals, and are excited to establish Freevee as the premier AVOD service with content audiences crave."
"We have been delighted by the viewer response to our modern television network in a streaming landscape," Freevee Co-Heads of Content and Programming Lauren Anderson and Ryan Pirozzi added. "With Freevee, our current and future viewers will discover a home that allows creative talent the freedom to tell impactful, entertaining, and inspiring stories; a service accessible to all and freed from time-slot restrictions and device availability; and a destination that provides customers with both new and familiar, escapist and engaging content — free of charge."
IMDb TV launched in January 2019 as IMDb Freedive. The ad-supported streaming platform is home to original programming like the Leverage reboot, Judy Justice and Alex Rider, and it's also hosted such third-party content as Mad Men, MythBusters and Hell's Kitchen. In 2022, Freevee looks to expand its originals by 70% with the likes of Bosch: Legacy, Hollywood Houselift with Jeff Lewis and more. There are also original movies in the works, including the Brenda Song and Aaron O'Connell-starring Love Accidentally.
"Customers are increasingly shifting to streaming ad-supported premium content, and we have developed Freevee to deliver them highly sought content with half the commercials of traditional TV," Freevee Director Ashraf Alkarmi said. "Our new name clearly communicates who we are: An easy-to-navigate streaming service, available to users for free, whenever and wherever they choose to watch some of the greatest original and licensed content available."
IMDb TV officially becomes Freevee on April 27.
Source: Amazon