In a bid to compete with the BBC's hugely successful iPlayer and Sky's 'Sky Player' on demand services, ITV has rebranded its own TV on demand technology as 'ITV Player'.
The ITV download service features a media player through which viewers gain access to shows, simulcasts, previews and catch-ups of broadcast content, much of it within a 30-day window, for free, funded by advertising.
The rebranding coincides with the recent announcement that the 'ITV Player' service will be available through BT Vision. You may see references to ITV Net Player and ITV Network Player in the coming weeks as ITV launch an advertising blitz.
Having criticized Project Kangaroo as being anti-competitive (BBC, ITV and Channel 4's plan to launch a one stop shop for quality content from the major broadcasters), the Competition Commission may have prompted ITV to focus more resources on its own Player.
ITV's director of online services, Ben McOwen Wilson commenting on the rebranding said; "Our aim is to create a brand instantly recognisable to consumers accessing its programmes either online or via other video-on-demand services."
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