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Households living within the STV licence area in Scotland are now able to access on-demand content from the broadcaster via YouView.

The STV Player is now available on YouView set-top boxes, meaning consumers can watch programmes live as well as catching up on their favourite shows via broadband-connected TV.

STV has been selected as one of the first of two initial additional content partners from over 300 expressions of interest from potential partners.

Sky’s new internet television service, NOW TV, is the other partner to have been chosen.

Alistair Brown, Chief Technology and Platforms Officer at STV, said YouView represents "a major development" in the evolution of TV in the UK.

He claimed it offers an "exciting new way" for viewers to watch and move between live and catch-up TV.

"It is great that STV is one of the first content partners to go live on this new and innovative platform," Mr Brown added.

YouView Chief Executive Richard Halton said his organisation was "very pleased" to have STV on board as one of the first content partners.

"STV is one of the UK’s most popular television networks offering brilliant original content and it is great that their player is now live on YouView, giving users on-demand access to the channel," he stated.

YouView - which launched in July 2012 - offers subscription-free digital TV, catch-up and a selection of pay TV through a broadband-connected set-top box.

Users are able to move from watching live TV to watching catch-up through a simple backwards programme guide.

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