ITV Sets December Launch Date for Ad-Supported Streamer ITVX

ITV Sets December Launch Date for Ad-Supported Streamer ITVX

U.K. TV giant ITV will launch its new free, advertising-supported streaming service ITVX on Dec. 8, the company unveiled on Monday. It also listed the debut dates of the streaming service’s first original series.

ITV, headed by Carolyn McCall, initially promised to bring ITVX to market in the fourth-quarter. However, a top executive this summer indicated that the company was considering a launch as soon as November.

“At launch, viewers will have access to over 10,000 hours of content in high definition, and ITVX will also drop new and exclusive programmes every week of the year,” the company said. “Viewers can also expect to see all ITV dramas past and present, as well as documentaries and hundreds of blockbuster movies, which will all be streamed for free starting Dec. 8.

All ITV channels, as well as “additional themed channel” and a dedicated news section, will be available for live streaming through ITVX.

McCall stated that ITVX will be launching with more content than ever before and exclusive commissions. “ITVX is powered by a significant, streaming-first commissioning budget and an integrated technology and data platform providing a high-quality, and more personalized, viewing and advertising experience, that will continue to evolve in 2023 and beyond.”

ITVX will be offered in two versions: a free, ad funded version and a premium, without ads version. The premium version will also include BritBox streaming services. Pricing for this tier will be announced at a later stage.

Every week, a new programming event will be added to the streamer. It will start with a star-studded espionage drama.

“ITVX’s inaugural commissions, which will be available on launch day, include hotly anticipated six-part Cold War drama A Spy Among Friends, starring Damian Lewis and Guy Pearce, provocative new teen drama Tell Me Everything, powerful period drama The Confessions of Frannie Langton, starring Karla-Simone Spence, Sophie Cookson and Patrick Martins, and Plebs: Soldiers of Rome, the feature-length special finale to the popular comedy series,” ITV said. ITVX will launch at least one flagship show per week from now on. Litvinenko, starring David Tennant and Mark Bonnar, will launch on Thursday Dec. 15, and high-stakes family drama Riches, starring Deborah Ayorinde and Hugh Quarshie, will launch on Dec. 22 alongside landmark natural history documentary A Year on Planet Earth, presented by Stephen Fry. Gripping four-part thriller Without Sin, starring Vicky McClure, and adrenaline-fueled new game show Loaded in Paradise will launch on Dec. 28. Nolly, Russell T Davies’ upcoming drama on Crossroads’ Noele Gordon, will launch in early 2023.”

The ITVX mix will also include movies. It will launch with more than 250 feature films, “with a thousand films to be made available to stream each year,” the company said. The Back to the Future Trilogy, Despicable Me Trilogy, Wonder Woman , and many others will be available at launch. The full Fast and Furious series of films will be launched in 2023.”

ITVX’s goal is to attract more viewers overall for its content, Kevin Lygo, managing director, media & entertainment , stated at a industry event this summer. Lygo stated that the streamer will offer “a world of shows”, including some familiar and some not so familiar, as well as live programming, news, documentaries, films, and more. He also said that some people will catch shows on the streamer once they are released, while others will be able to catch them later online. Lygo stressed that there is so much TV programming available on many platforms these days, so you have to work harder to get people to view your channels and services. Lygo promised that ITVX would make ITVX more popular. “We will get more eyeballs.”

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