This topic has come up a few times recently, and unfortunately the answer lies in what you mean by "ITV Hub" as there isn't one single thing...
1: On the V6 box specifically (if you're not sure which you have, check here ) the box has access to the "ITV Hub" app, under Home > Apps > All apps.
2: On all VM boxes, ITV OnDemand/CatchUp programmes are often accessed by clicking on an "ITV Hub" logo and seeing adverts/branding for "ITV Hub". This is just VM's OnDemand content, branded as ITV Hub - different from scenario 1.
Option 2 gives you 30day catchup on ITV programmes and (if you have Maxit or Full-House bundle) some boxset content.
ITV are currently advertising The Bay & Finding Alice as a complete boxset on their "ITV Hub" app (see option 1). Only the first couple of episodes have actually been broadcast thus far, and are therefore available via "OnDemand" (See option 2)
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