ITV has announced the next stage in its 5-year plan to develop a multiplatform strategy that will see online TV performance and distribution improved by porting its ITV player to Android mobile devices.

In May 2011 Adam Crozier, ITV plc Chief Executive announced that as part of this strategy ITV would continue to invest in making its ITV Player more robust and easier to use, and the new move is both a vindication of this commitment and an indication of the continued se strength of the Android platform which in total number is outstripping even sales of the iPad and iPhone.

The new ITV Player app is now available across mobile phones and tablets supported by Android 2.2 versions and above and will provide customers with access to the last seven days of ITVs catch-up content across ITV1, ITV2, ITV3 and ITV4. Crucially, an totally in keeping with the monetisation strategy, the new ITV Player Android app is ad-supported and is initially available free of charge to download from the Google Android App store now.

Commenting on the launch, Robin Pembrooke, Managing Director, ITV Online and On Demand said: Im very excited to be launching our first ever ITV Player mobile app and genuinely believe that the simple design and high picture quality of this app is a leap forward in providing our customers with what they want to watch on the move. Android is just the first step in a mobile strategy that will see us rolling out ITV Player across mobiles and tablets, including iPhones and iPads, across the rest of this year.