ITV is offering users of its ITV Player app for Apple devices the chance to pay a subscription fee that will allow them to watch catch up content without ads.
The new version of the app comes under ITV’s ongoing strategy to test new business models in the online arena. James Micklethwait, online product director for ITV, described the move as part of “ITV’s ongoing Transformation Plan” which aims to “drive new revenue streams by exploiting our content across multiple platforms”.
The new ITV Player app introduces a premium upgrade, costing £3.99, which will enable viewers to watch the last 30 days of ITV content across ITV, ITV2, ITV3, ITV4 and CITV without advertising. Live simulcasts of ITV3 and ITV4 will also be available through both 3G and Wi-Fi.
ITV Player’s free catch up content with ads and live simulcast of ITV and ITV2 will remain on the app at no cost. When users update the app on their Apple device they will be given the option of whether or not to subscribe to the premium package.
Steven Power, product manager for ITV Player on mobile, added: “As ITV Player on mobile devices continues to grow – over seven million downloads on iOS to date – it is important we deliver innovative business models and adapt the product to the evolving market. I’m genuinely excited that we’re the first commercial broadcaster to offer viewers the choice to watch content with or without advertising.”