New ITV Player revealed

ITV have finally unveiled the latest version on their VOD player, after originally slating it to appear in January this year. The new version on the popular catch up service aims to take the reliance off advertising revenue and offer viewers the chance to rent content from their vast archive.

Traditional catch-up content remains available at no charge, and will sit alongside the archive content. Users will also be allowed access to 30 day rentals of single episode, such as The Only Way Is Essex, ad free. Also on offer are box set packages, offering 90 day ad free rentals from a variety of prices.

Going forward, ITV plans to premiere episodes online before broadcast – giving viewers the chance to watch the next episode of a series straight away without having to wait for the episode to be broadcast a week later on linear channels.

James Micklethwait, online product director, ITV said: “Our all new ITV Player is a huge step forward in offering our viewers not only an improved catch up experience but also the chance to access a wider range of ITV’s rich mix of programming, on demand, for a competitive price. We see this as offering our viewers a little bit extra for a little bit extra, and look forward to evolving and improving the new Player going forward.”

ITV Player Beta is only currently available online but is expected to roll out to connected devices shortly.