ITVX, due to launch later this year, will be the UK’s first integrated advertising and subscription platform
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Yesterday, British broadcaster ITV announced its new streaming service, ITVX. The platform, which is set to launch later this year, will be the UK’s first subscription and ad-funded live streaming service.
According to the official press release, the viewer will be directed by ITVX. In detail, viewers will be able to choose “thousands of hours of free content in an ad-funded category or trade with a subscription service that provides all this content ad-free” as well as “thousands of other hours from BritBox UK box sets and other partner content.” Furthermore, ITV will adopt a digital first window strategy, showing much of its new content first on ITVX and months later on its linear channels.
The offer will include “exclusive shows of the new programme, with ads, for free; from premium ITV dramas, documentaries, American series, comedies, reality shows, and even blockbusters.” Furthermore, “All commissions for ITV drama and comedy will be provided to viewers at once on ITVX for free, once the first episode airs on ITV Linear channels.”
Subscribers will also have access to BritBox, which features the largest streaming selection of British series from BBC, Channel 4 and Channel 5 and exclusives like Classic Doctor from. ITVX will host approximately 15,000 hours of content at launch, subscription tier pricing to be announced at a later stage.
Includes titles that air first for free on ITVX before landing on line channels Spy among friendsAnd NoliAnd Confessions of Frankie LangtonAnd little birds And Litvinenko. ITVX will also host a wide range of American series, including British premieres of The sexual life of college students And All AmericansBeside OCAnd One Tree Hill and select titles like 100And supernatural And Veronica Mars.
Finally, a number of blockbuster movies will also be streamed: “500 movies for free in its first year alone, with a constantly curated selection of titles and 150 movies on the service simultaneously.”
Commenting at all, Caroline McCallThe CEO of ITV said: “We are dramatically charging our broadcasting business, shifting our focus primarily to digital thinking first, as well as improving our broadcasting channels, by continuing to attract unparalleled audiences. By doing so, we are responding to the habits of Changing viewing, but also the evolving needs of our advertisers. This will enable ITV to continue to be the first choice for commercial viewers and advertisers.”
Kevin LegoMD, ITV’s Managing Director of Media and Entertainment, added: “Our broadcast channels are very important to what we do, and we remain focused on delivering what ITV does better than anyone else in commercial television – creating programs that bring audiences together – in-the-moment, in the millions. However, we now have to present our programming to as many people as possible in all the ways they want to watch it, and viewers will now see a wide range of shows premiering on ITVX, the cornerstone of ITV’s digital acceleration. “
