Freeview Connect will be known as Freeview Play when it launches. The connected TV platform brings a cross-service search and seamlessly blends catch-up, on-demand and live TV, just like YouView.
You'll also be able to scroll back in time from the EPG, so you can watch anything you missed even if the channel doesn't have a catch-up service.
Freeview Play will launch later this year, but no firm date has been set.
"Freeview has been built on a vision to make television available to all free from subscription," Guy North, Freeview's managing director, said.
"In the same way that we took the UK from analogue to digital, Freeview Play is the next step in that vision and it will put the viewer in control, without complexity, commitment or unnecessary cost – we want to keep television fair and open for everyone. That means giving consumers the freedom to choose the TV they want, the way they want it."
Keith Underwood, Freeview's chairman, added: "Freeview's new identity and positioning signifies an important moment in Freeview's history.
"The Freeview shareholders – Arqiva, BBC, Channel 4, ITV and Sky – are fully committed to supporting Freeview's journey to bring connected television to millions of homes in the UK."
Freeview Play was born after the shareholders mentioned above grew disgruntled with YouView's prohibitively high price. (YouView was supposed to be affordable, but the boxes have remained pricey, and are mostly bought as part of broadband package deals, effectively making it a subscription package.)