So Labour did not 'roll out' Freeview. Had ITV Digital not failed in 2002, Freeview would not exist. It is likely that you would rent a set top box from ITV Digital with an option to buy pay per view services. Freeview was partly named because the conclusion of the failure of ITV Digital was that pay-TV wasn't technologically feasible nor viable on terrestrial digital TV.
The collapse of subscription based ITV Digital was a good thing for TV viewer.
Around 2004, Top Up TV reintroduced subscription TV to Digital Terrestrial TV. But Top Up TV was not part of Freeview, even though you would receive it through what's commonly known as a 'Freeview box'.