Five agencies - including the incumbent - have been shortlisted to pitch.
The five-year-old Freeview brand is generally regarded as being a hit with consumers. It is now found in 10.6 million UK homes. But the service faces a host of issues with the potential to damage its reputation.
These include the fact that BSkyB is applying to Ofcom to replace its Freeview channels with pay-to-view stations, a move opposed by the BBC, ITV and Channel 4.
There are also concerns that Freeview customers will not be able to watch high-definition TV due to bandwidth shortages.