Here's a first look at ITV Hub, ITV's new catch-up service that will replace ITV Player tomorrow.
A video reveals how the app will look on the iPad. Visually it's quite similar to the current ITV Player app, but there are some new animation flourishes to keep things fresh.
ITV Hub will come to Freeview Play, Amazon Fire TV set-top boxes and iOS devices first. It will land on Android and other platforms at a later date.
A new ITV Hub website will replace the ITV Player on desktop too, and will bring in elements of the ITV.com site. That means you can watch shows, read articles and look at galleries all in one place.
"With over 50 hours of new content every week, the ITV Hub is the digital destination for the very latest must-see programmes and our new, swipe to live feature is a brilliant way to bring viewers even closer to the programmes they love," said Paul Kanareck, ITV's director of online.
"With its emphasis on live and lively, the ITV Hub launch campaign has captured the personality of our VOD – a brilliant digital service where there is always something new to enjoy."
ITV Hub will also show the animated series 'Family Guy' and 'American Dad!'. It will be the first non-pay-for broadcaster to offer these on its catch-up service.