By Alex Glenn • 03 March 2022 • 9:58
ITVX: ITV announces new on demand streaming platform.
ITV has announced that it is set to launch its new ITVX streaming platform. The platform will provide free content with adverts. Viewers will also be able to opt for a subscription service that will remove all the adverts.
Viewers will be treated to new content first on the platform before it even hits TV. According to ITV: “There will be something for everyone on ITVX, with more fresh new content dropping every week of the year than any other British video on demand platform.”
ITV’s Chief Executive Carolyn McCall revealed: “The digital acceleration we are announcing today builds on everything we have achieved in phase one of our More Than TV strategy. ITVX will be a free service supported by adverts, with a compelling subscription proposition. This is fantastic for viewers – it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content. The subscription tier will provide a premium offering and includes all of the content ad-free as well as BritBox and future SVOD content partners.
“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences. In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers. This will enable ITV to continue to be both commercial viewers and advertisers’ first choice.”
ITV’s Managing Director of Media and Entertainment Kevin Lygo commented on the forthcoming streaming service.
He explained: “Viewing habits are changing rapidly and ITV has exciting plans which we are announcing today to really scale up our streaming ambitions, offering viewers a service with more fresh, free content dropping every week than anywhere else.
“Our broadcast channels are very important to what we do, and we are still focused on delivering what ITV does better than anyone in commercial TV – creating programmes that bring audiences together – in-the-moment, in their millions, for that shared viewing, scheduled TV experience.
“However we know we have to deliver our programmes to as many people as possible in all the ways they want to watch them, and going forward viewers will now see a wide array of shows premiering first on ITVX, which is the cornerstone of ITV’s digital acceleration.”
ITVX is expected to do extremely well. Rufus Radcliffe, ITV’s Managing Director of Streaming, revealed: “2021 was a record year for ITV Hub and BritBox, giving us strong foundations from which to supercharge our streaming strategy. We are investing significantly in new and exclusive programmes which will be free to stream, and also in technology and product design to make the viewer experience and interface a premium one on ITVX.”
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Originally from the UK, Alex is based in Almeria and is a web reporter for The Euro Weekly News covering international and Spanish national news.
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