ITV rebrands ITV Hub to ITVX

ITV has announced the rebrand of its digital catch-up service, ITV Hub into ITVX.

The new service will allow users to either watch content for free with adverts or pay to upgrade for a commercial-free experience.

ITVX, which launches this year, will also allow ITV to premiere select shows up to nine months prior to their linear broadcast. Some of the shows that will benefit from this strategy from launch include David Tennant’s ‘Litvinenko’, Damian Lewis espionage drama ‘A Spy Among Friends’, the feature film finale of ‘Plebs and Nolly’ starring Helena Bonham Carter.

“Viewing habits are changing rapidly and ITV has exciting plans which we are announcing today to really scale up our streaming ambitions, offering viewers a service with more fresh, free content dropping every week than anywhere else,” said ITV MD Kevin Lygo.

“Our broadcast channels are very important to what we do, and we are still focused on delivering what ITV does better than anyone in commercial TV – creating programmes that bring audiences together – in-the-moment, in their millions, for that shared viewing, scheduled TV experience.

“However we know we have to deliver our programmes to as many people as possible in all the ways they want to watch them, and going forward viewers will now see a wide array of shows premiering first on ITVX, which is the cornerstone of ITV’s digital acceleration.”

A launch for ITVX will be announced soon, along with pricing details.