This post was in the TV360 section so users were rightly assuming this was regarding a TV360 box - completely different software to that which V6 runs. The post has been moved.
The V6 series-links offer choices to include "recordings only", "recordings or streaming videos" or "streaming videos only". A recording will always override a VoD shortcut, but if no recording is available, the behaviour explained in this thread is what can happen.
Also on the recording "watch now" screen, the option immediately below it will be to watch the same programme from any available VoD source. If that is the ITV-branded app, then ITV-X will appear in the drop-down.
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