ITV Launch ITVX to replace ITVHub

[Scrotnig]

I don't really understand the move to effectively get rid of Britbox, which had been heavily pushed as a brand and which has become instantly recognisabe, and replace with "ITVX" which means absolutely nothing and could be absolutely anything.

I guess it's about pushing the ITV brand everywhere but I'm not sure that really works in this instance.

And as I think has been alluded to, "ITVX" sounds more like an adult channel.