ITV launches TV content rental with new ITV Player

Editor | 30-10-2012

With monetisation of its vast archive a priority as the display advertising arena will likely become softer, ITV has unveiled a new online video content rental service as part of an enhanced version of its ITV Player.

The new ITV Player will offer for the first time viewers the chance to rent content from ITVís archive free from advertisements. Sitting alongside the archive content will be traditional catch-up content that will remains available free of charge.

Immediately, every visitor to will be offered the chance to use and explore the new integrated free/pay player as part of the next phase of its roll out. Viewers will be able to watch 30 day advertising funded catch-up for free; register to access 8-30 day catch-up content; access 30-day rental of single ad-free episodes from 49p; access 90-day rental of ad-free full series box sets at a discounted price.

The UKís leading independent broadcaster will also be trialling programme premieres to give viewers the chance to watch the next episode of a series straight away without having to wait for the episode to be broadcast on linear channels.

Commenting on the move, James Micklethwait, Online Product Director, ITV said: "Our all new ITV Player is a huge step forward in offering our viewers not only an improved catch-up experience but also the chance to access a wider range of ITVís rich mix of programming, on demand, for a competitive price. We see this as offering our viewers a little bit extra for a little bit extra, and look forward to evolving and improving the new Player going forward."