ITV launches rentals on Player

UK commercial broadcaster ITV has relaunched its online video service ITV Player, which now allows rentals.

Currently in Beta mode, the new site allows users to rent current and archive titles including Cracker (pictured) and Rising Damp, with prices starting from 49p for a 30-day rental of a single episode. Rented titles can be viewed without adverts. ITV Player’s catch-up service that offers access to programmes that have aired during the previous seven days is still available free of charge but they carry adverts.

ITV said it will soon begin a trial making the next episode of a series available to view straight away without having to wait for the episode to be broadcast on linear channels.

James Micklethwait, online product director, ITV, said: “Our all new ITV Player is a huge step forward in offering our viewers not only an improved catch-up experience but also the chance to access a wider range of ITV’s rich mix of programming, on demand, for a competitive price. We see this as offering our viewers a little bit extra for a little bit extra, and look forward to evolving and improving the new Player going forward.”