The drive comes as Gfk figures reveal that Freeview is now the main set-top box in 8.2m UK homes, placing it ahead of Sky for the first time.
The Playback box will enable consumers to pause live TV and record single shows or whole series at the touch of a button, with no subscription costs.
The set-top boxes are initially being produced by Sony, Humax and Tvonics, and will be sold in Tesco, Comet, John Lewis and Argos.
The much-anticipated launch has not been plain sailing, however; ITV made a failed attempt to get the consortium to slow down the playback speed to minimise the commercial impact of the device.
Rival Sky recently caused controversy when it revealed it plans to use its space on the Freeview platform to offer a basic pay-TV package.
Sky has had considerable success with its Sky+ offering, which has similar functionality. Launched in October 2001, Sky+ allows the user to record, pause and rewind live TV. Sky reported in January 2007 that over 2m households now have a Sky+ box.
Freeview predicts that Playback, which is backed by the Freeview shareholders, comprising ITV, BBC, Channel 4, Sky and the National Grid Wireless, will become the preferred choice of digital TV recorder, with an uptake of at least 10m by 2012.
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