ITV will launch launch a new streaming service later this year, which it describes as the UK’s first integrated advertising and subscription funded (AVoD/SVoD) platform.
ITVX promises to offer thousands of hours of content for free via an advertising funded tier or an ad-free subscription service. ITVX subscribers will also have access to BritBox.
According to Reuters, the BBC has ceased to be a shareholder in BritBox UK “to ease its integration into ITVX”, but has agreed a new long-term content supply deal with the BBC.
ITV broadcaster said it intends to adopt a digital-first windowing strategy, with content premiering on ITVX months before it arrives on ITV’s linear channels.
It also plans to stream live events such as the FIFA World Cup on ITVX, as they are broadcast on linear channels.
“The digital acceleration we are announcing today builds on everything we have achieved in phase one of our ‘More Than TV’ strategy,” said ITV CEO Carolyn McCall.
“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,” she added. “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 also include “an ever-changing host of exclusive themed channels, data driven to align with viewer preferences and popularity,” said the broadcaster.
It will have 20 FAST channels at launch, from Hell’s Kitchen US to The Chase. ITV said intends to offer viewers a new themed channel, every week of the year on ITVX.