The move to Freeview, the digital network free to all UK residents, has been under discussion for years and is motivated by “a passion to get as much content to as many people as possible and make it more accessible”. But Sky Arts “isn’t a ratings-driving channel. We’re there to be a bit more experimental. We’re there to help nurture new talent and find new voices; new creative voices… The call out that we’re doing today, as we’re launched as free to air is: ‘Artists, what would you do if I gave you the channel for 24 hours to do with what you will?’ – The Art Newspaper