ITV Broadband rollout gathers pace

17 07 2007

UK broadcaster ITV has been slowly adding to its online video service, which now offers a selection of treats from the archives, alongside catch-up episodes of popular soaps like Emmerdale and Coronation Street. Vintage classics such as Morse, the first episode of Brideshead Revisited are offered alongside classic documentaries, such as Diana: Story of a Princess and Whicker’s World. Plus my faves, children’s series Joe 90 and Metal Mickey.

Live streaming of ITV’s four channels is also available, though when I checked in on ITV1 for the tail end of GMTV, all I got was a message saying: “Sorry the current programme is unavailable”.

There are also Celebrity Playlists from the likes of Zoe Ball, This Morning anchors Phillip Schofield and Fern Britton, and Amanda Burton. Not an entirely new concept: iTunes has been doing this for a while and the BBC offered a similar feature during the trial of its iMP service — but ITV do seem to have got the choice of celebs right for the tone of offer which will likely success with its core audience.

At first glance the navigation is woeful: content discovery is anything but intuitive, but there may be method in ITV’s madness. All content is offered as on-demand streams, so it could be the broadcaster’s way of managing capacity.

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