ITV to rebrand catch-up service ITV Player

by Alison Donnelly, Marketing 28-Oct-08, 10:00

LONDON - ITV is expected to relaunch its online video-on-demand service as ITV Player as it increases its web activity.

Despite beating the BBC's iPlayer to market, ITV's video-on-demand service has been criticised as less consumer-friendly. ITV.com offers a 30-day catch-up service and live channel streaming.

Sky reacted to the success of iPlayer by relaunching its PC-based video-on-demand service, Sky Anytime, as Sky Player in May.

ITV recently pushed back its online revenue target; it now expects to generate £150m from online businesses by 2012, not 2010. Its internet operations include price-comparison site Priceterrier.com.

Earlier this month, ITV appointed Richard Waterworth to the new role of head of marketing for ITV Consumer.