Freeview Play is now available on certain models of Sony Bravia TVs. Previously, in order to access the service, you would have needed a Freeview Play set-top box.
Freeview Play gives viewers access to catch-up and on-demand content from the likes of BBC iPlayer, ITV Hub, All 4, Demand 5 and UKTV Play. It also lets you scroll back through the TV guide in order to access shows from the previous seven days.
In all, it offers 70 digital channels and 15 in HD. Unlike services like Netflix and Amazon Prime Video, there's no monthly cost.
Other brands offering TVs with Freeview Play built in include Panasonic and LG.
"I'm delighted to welcome Sony on board," said Guy North, Freeview's managing director. "Freeview Play represents a big opportunity for TV manufacturers as a growing number of people who currently pay for their TV package look for a smarter, more flexible choice.
"The current smart TV marketplace is a confusing place for consumers – we aim to make it simple. Freeview Play devices guarantee you access to your favourite broadcast channels and the most popular catch-up players free from subscription."
Recently, Sony made certain models of Bravia work with Alexa, Amazon's voice-activated personal assistant.