ITV Player updated with focus on live TV

ITV has announced the launch of a updated ITV Player app across iOS, Android and Windows Phone 8 devices.

Incorporating simulcast functionality, the app showcases a new user interface, increasing the prominence of ITV’s ‘watch live’ service at the top of each channel page, with access to the most recent on-demand content directly beneath.

Along with simulcast capabilities allowing users to watch ITV’s portfolio of channels live on a mobile device, the app also provides access to the last 30 days of ITV’s catch-up content.

“TV is instant, immediate and alive and this should be reflected across all our platforms,” said Paul Kanareck, director of online and brands at ITV.

“As second screens are increasingly becoming second TVs, we have found watching live TV accounts for 26% of ITV Player usage on tablets, phones, PCs and Macs.

“We will continue to work on bringing this new and improved user experience to further platforms going forward.”

The new version of the app also dynamically scales to a range of screen sizes and has an “improved playback experience” across mobile devices.