Running a cable from the loft is easy! I just drilled a hole in the bedroom ceiling. I used white cable directly down to where the TV set is at the foot of the bed. My wife spends half her life there watching Freeview.
The alternative would be to chase a channel down the wall, run the cable under the floorboards then bring it up through the bedroom carpet!
If your signal is really really good you could try one of those portable "Telecam" aerials from Argos. But you've still got to hide it somewhere. If you put it on top of the TV set, that's the worst place for interference. And they are very susceptible to problems from people moving about.
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