ITV Launch ITVX to replace ITVHub

[Ash101]

I think it's an admission that BritBox has failed to break through so it's now a case of finding another way to deliver that catalogue of content to the public. ITV basically after the best of both worlds.

I do agree with this statement because I don't know anyone who regularly uses BritBox. But the ITV statements all say that BritBox has beaten all subscriber targets they set!?

I can imagine down the line it'll be withdrawn as a standalone service and the bits that ITV can keep rights to will be folded into ITVX.

[natashajacobs]

I think it's an admission that BritBox has failed to break through so it's now a case of finding another way to deliver that catalogue of content to the public.  ITV basically after the best of both worlds.

Yes, putting it on their platform also enables them to increase their dwell time and become more of a focal point than it currently is being split over two services

[London Lite]

As long as there are commercial agreements with BBC Studios, C4 and C5 for archive content, I think the Britbox brand will continue under ITVX, otherwise it leads to confusion as to why certain shows are on an ITV platform.

[LargelyALurker]

As long as there are commercial agreements with BBC Studios, C4 and C5 for archive content, I think the Britbox brand will continue under ITVX, otherwise it leads to confusion as to why certain shows are on an ITV platform.

A bit like having Sky One on ITV Digital back in the day I guess! 

I’m not sure BritBox really works well as a sub-brand, but I can see why it’s easier than coming up with something new.

[JetixFann450]

Honestly, I wouldn't be surprised if BritBox is phased out as a brand to instead go under "ITVX" internationally (plus it'd probably mean ITV would have easier expansion compared to the previous attempts of ITV Choice/ITV Granada)

[LargelyALurker]

Honestly, I wouldn't be surprised if BritBox is phased out as a brand to instead go under "ITVX" internationally (plus it'd probably mean ITV would have easier expansion compared to the previous attempts of ITV Choice/ITV Granada)

I’d be surprised. BritBox does what it says on the tin. ITV isn’t a strong enough brand internationally, unless they’re just aiming at Brits living abroad, which I can’t imagine is the plan. 

As it’s a joint venture, the only way I could see a rebrand would be under the BBC brand (BBC+ or the like), but suspect they’ll want that for services that are 100% BBC.

[London Lite]

Britbox is a stronger brand overseas. It's an option for Anglophile fans of British content.

Over here, the perception of Britbox seems to be where they put all the old shows.

[all new Phil]

Honestly, I wouldn't be surprised if BritBox is phased out as a brand to instead go under "ITVX" internationally (plus it'd probably mean ITV would have easier expansion compared to the previous attempts of ITV Choice/ITV Granada)

I’d be surprised. BritBox does what it says on the tin. ITV isn’t a strong enough brand internationally, unless they’re just aiming at Brits living abroad, which I can’t imagine is the plan. 

As it’s a joint venture, the only way I could see a rebrand would be under the BBC brand (BBC+ or the like), but suspect they’ll want that for services that are 100% BBC.

Nothing has a strong brand when it is first launched. Content drives the success or failure of these services and their brand recognition, not having a does-what-it-says-on-the-tin name.

[IanJRedman]

I really hope ITVX supports 1080p50. It's make or break for me. As a pay-for service, I'd want it to offer equivalent quality to the broadcast channels.

That's a thought - would it be possible for them to offer live streams of ITV2/3/4 in HD? Or is this forbidden by the contracts with Sky and Virgin?

[lepeterrr]

ITVX website currently showing this: 

https://www.itvx.com/

[London Lite]

I really hope ITVX supports 1080p50. It's make or break for me. As a pay-for service, I'd want it to offer equivalent quality to the broadcast channels.

That's a thought - would it be possible for them to offer live streams of ITV2/3/4 in HD? Or is this forbidden by the contracts with Sky and Virgin?

The Amazon Channels version of ITV Hub+ already has live streams of 2-4/Be in 1080p.

[Kunst]

I think it would be absurd in this era to have exclusive contracts with Sky and Virgin for the HD versions of the linear channels; it's absurd already they're not FTA

[MFTJA]

ITVX website currently showing this: 

https://www.itvx.com/

Interesting that the font used isn't ITV Reem

[all new Phil]

I think it would be absurd in this era to have exclusive contracts with Sky and Virgin for the HD versions of the linear channels; it's absurd already they're not FTA

To be honest, I think it’s even more absurd that we still have SD versions of them.

[Brekkie]

This is where Freeview not evolving in the way it should have has really held television back. On a similar note it still baffles me how random unknown companies could get on demand portals on Freeview but ITV/C4/C5 didn't follow the iPlayers lead in that regard and although the apps are now of course available via Freeview Play (or whatever it is called now) they still haven't added a direct link from the channels themselves. There were supposedly plans to expand the "Press GREEN to watch from start" feature to other PSBs but it is yet to happen.