To be fair, there are several advantages in using VM's in-house VoD system rather than the branded apps - although the broadcasters don't see it that way, and additional content is one flip-side. Adverts on VoD can be skipped past and content is generally in HD, not always the case with the broadcaster's apps.
Having said that, ITV box-set content was removed from VM's OD platform earlier this year so draw your own conclusions as to what direction ITV might want to take.
All that said... all of VM's TV boxes allow recording and that will always be a better solution than relying on any cloud/VoD/streaming based solution.
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ITV Hub will be changing to ITVX later this year, around the time of the Football Wolrd Cup.
There will be an add version and also a paid for add free version.
There's a write up on https://rxtvinfo which says the new app will be embedded into VM systems allowing full user experience.
Those watching ITV on Demand via VM and Sky fell by over 20%, which ITV says is because it had to reduce the availability of drama and box sets on those platforms because it couldn't monetise them. The new app means more drama and boxsets will eb available as ITV will have the advertising revenue.
The Service you do for others is the rent you pay for your room here on Earth - Muhammad Ali
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