Following issues with its previous streaming service, ITV is set to unleash a new platform for people to stream shows including Emmerdale, Love Island and Ant and Dec's Saturday Night Takeaway.
The broadcaster has announced the release of ITVX later this year, which it says is the "the UK’s first integrated advertising and subscription funded (AVOD/SVOD) platform".
This means that viewers will have the choice whether to pay a subscription fee to watch shows ad-free and to get access to additional content from Britbox and elsewhere.
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ITV says that it will be premiering much of its new content first on ITVX and subsequently months later on ITV linear channels.
There has been no mention as of yet of how much the subscription service will cost.
In other good news, ITVX will replace the much maligned ITV Hub.
Otherwise, viewers can choose to watch thousands of hours of content for free in an advertising-funded tier, which will be like ITV Hub now but presumably it will work properly.
The announcement comes after the company scrapped its original ITV Hub streaming service following issues with peoples' screens freezing.
Carolyn McCall, ITV’s Chief Executive said that the move sees the company shift to thinking "digital first".
She said: "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.”
ITVX will launch with big budget dramas including A Spy Among Friends starring Damian Lewis and Guy Pearce, Nolly starring Helena Bonham Carter, and Sir Lenny Henry’s The Little Birds.
There will be 20 free “themed” channels and 500 films available at launch.
The live shows like I’m a Celebrity that attract mass audiences will remain homed on ITV's traditional TV channels.
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