ITV goes iTV with catch-up and live telly

With Channel 4 already offering online simulcasts and downloads, and the BBC's 7-day web catch-up service, iPlayer, given the green light this week, I

With Channel 4 already offering online simulcasts and downloads, and the BBC's 7-day web catch-up service, iPlayer, given the green light this week, ITV's now come up with its riposte.ITV.com (pictured) will offer live streaming of all ITV's channels, including the flagship ITV 1, plus digital channels ITV 2, 3 and, er, ITV Play.Slapping iPlayer and C4 round the digital chops, it'll also offer a stonking 30-day catch-up plus a 'Best of ITV' archive for golden Corrie moments.Freshly poached Beeb man, Michael Grade, promises it will be a ‘free service to consumers’ but also a ‘dynamic online opportunity for our advertisers’, so expect one or two ads in your marathon Emmerdale catch-up sesh. We're also promised no complicated downloads.Don't expect the footy to come free though, that'll still cost £20 for an online season ticket to all ITV's live matches.The new service is expected within weeks, beating the long-awaited BBC launch due later this year.

Essentials

ITV.com Contact: ITVRelated stories: BBC on-demand is on the way