ITV has unveiled plans to launch a new streaming service later this year.
ITVX is a free on demand service supported by adverts, but viewers will be able to upgrade to a subscription for ad-free content.
The broadcaster confirmed the new platform is a "change to its traditional approach" as new content will premiere on ITVX before being shown on the TV channel at a later date.
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ITV's Chief Executive said the service has been designed to reflect changing viewing habits.
Carolyn McCall said: "This is fantastic for viewers - it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content.
"The subscription tier will provide a premium offering and includes all of the content ad-free as well as BritBox and future SVOD content partners.
“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences.
"In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers. This will enable ITV to continue to be both commercial viewers and advertisers’ first choice.”
The broadcaster made the announcement today after it posted a record year for advertising revenues after a near 50% jump in annual profits.
ITVX will have exclusive themed channels, box sets and streamed live events.
The pricing of the new service will be announced later this year - and shows such as Damian Lewis' A Spy Among Friends and Lenny Henry's The Little Birds will debut on ITVX.
ITV Hub will continue to be the channel's streaming hub until the launch later this year.
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