ITV arrives on NOW TV box

Sky’s NOW TV box, which effectively turns televisions into smart TVs, has secured ITV Player for its growing platform.

From now, customers will start to see the ITV Player app automatically download onto their device as part of a phased roll out over the coming weeks, giving them access to content from all ITV channels and CITV from the last 30 days.

“The NOW TV box is already great value for money and now with the addition of ITV Player there is even more great content to enjoy on your main TV,” said Gidon Katz, director of NOW TV.

“Combining World Cup action and award winning soaps with the flexibility to dip in and out of great movies, entertainment or sport from NOW TV, our little box has all bases covered.”

Martin Goswami, director of pay and distribution at ITV, added: “A key part of our strategy is to make our content available to viewers on multiple devices, and we are delighted to offer NOW TV customers the chance to catch up on their favourite ITV programmes with the NOW TV box.”

ITV Player will join the likes of BBC iPlayer, 4oD, Demand 5 and Sky Store.