ITV has launched a new version of the ITV Player app for Apple devices, making ITV the first commercial broadcaster to give mobile viewers the option to watch catch-up content without ads.

The new app for introduces a premium upgrade, which allows viewers to watch the last thirty days of ITV’s catch up content across ITV, ITV2, ITV3, ITV4 and CITV without advertising, as well as live simulcast of ITV3 and ITV4 via WiFi and 3G. The upgrade costs £3.99 per month.

ITV’s catch-up content with ads and live simulcast of ITV’s flagship channel and ITV2 remain part of the ITV Player app for free. When users update the application on their iPhone, iPad or iTouch, they will be given the option to subscribe to ITV Player Premium to receive access to the ad-free content and additional live channels.

James Micklethwait, Online Product Director, ITV said: “As part of ITV’s ongoing Transformation Plan, a key priority for the online team is to drive new revenue streams by exploiting our content across multiple platforms, and the launch of the ad-free ITV Player app is a further step on that journey.”

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