3 January 2007
In a move that will place it in direct competition with the BBC and Channel 4's digital packages, ITV has announced that it plans to offer consumers the UK's first mass-market broadband television service via its website itv.com, reports the Independent.
Essentially, this means that viewers will be able to download any programme from its four channels to view live or from its 30-day catch-up back catalogue.
Unlike Channel 4, this service is free-of-charge and ITV also beats the BBC as it currently offers more content than the iPlayer service the BBC offers.
Annelies van den Belt, who was responsible for the digital revamp at the Barclay brothers' Telegraph group, will head ITV's new online service and told the Independent that she felt ITV's service will be popular with consumers because it is the simplest to use.
ITV is the latest company to join the broadband TV service war, with BSkyB unveiling its own video-on-demand service that will be available via its Sky+ boxes yesterday.
The BBC is pinning its hopes on the BBC Trust's review of the iPlayer, which could see more content being added to it in the future.
BT has also offered its long-awaited BT Vision package, which will offer a mix of Freeview channels and paid-for content via the internet.