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ITV Player paid-for Apple iOS app offers catch-up TV without ads

ITV Player

ITV Player is now available as a paid-for app without advertisements on Apple iOS devices.

The new version of the app offers an upgrade at £3.99 a month, allowing viewers to watch the last 30 days of ITV's catch-up content across all its channels without ads, as well as a live simulcast of ITV3 and ITV4 via wi-fi and 3G.

ITV's catch-up content with ads and live simulcast of ITV1 and ITV2 remain part of the free ITV Player app, which is also available on Android devices.

When users update the app on their iPhone, iPad or iPod Touch they will be given the option to subscribe to ITV Player Premium for the ads-free service.

More: ITV Player adds live streaming and AirPlay to iOS app

James Micklethwait, Online Product Director, ITV says: "As part of ITV's ongoing Transformation Plan, a key priority for the online team is to drive new revenue streams by exploiting our content across multiple platforms, and the launch of the ad-free ITV Player app is a further step on that journey."

The announcement was made at The Future of Digital Entertainment Conference in London this morning. ITV made a decision to start charging micropayments for its ITV Player service back in 2011.

By Andy Clough

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Andy Clough

Andy is Global Brand Director of What Hi-Fi? and has been a technology journalist for 30 years. During that time he has covered everything from VHS and Betamax, MiniDisc and DCC to CDi, Laserdisc and 3D TV, and any number of other formats that have come and gone. He loves nothing better than a good old format war. Andy edited several hi-fi and home cinema magazines before relaunching whathifi.com in 2008 and helping turn it into the global success it is today. When not listening to music or watching TV, he spends far too much of his time reading about cars he can't afford to buy.