ITV overhauls mobile app with live TV focus
ITV has completed a major overhaul of its ITV Player mobile app for iOS, Android and Windows Phone devices with a renewed focus on live TV and simulcast functionality.
This is delivered via a revamped user interface which gives increased prominence to live broadcast material at the top of each channel page, with on demand content from the past 30 days archived below.
Paul Kanareck, director of online and brands at ITV, said: “TV is instant, immediate and alive and this should be reflected across all our platforms. 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. The new improved streaming quality and app design makes it easier for viewers to find the shows they love and ultimately spend more time with ITV’s fantastic content. We will continue to work on bringing this new and improved user experience to further platforms going forward.”
The dynamic app now also automatically rescales dependant on screen size for an improved playback experience.