19 March 2008
ITV are set to relaunch their online catch up TV offering in an attempt to compete more effectively with the BBC's iPlayer.
Although the BBC’s iPlayer was launched several months after ITV launched their service, its success has been far more prominent. Around 11m videos were viewed via the iPlayer in January, compared with just 2m for ITV.com
ITV plan to improve the video player by improving its user experience therefore making the content easier to find. Currently users have to hunt around for the programme they want.
Navigation improvements to the catch-up TV service will include introducing the ability to search for programmes in different ways, such as by genre, as well as highlighting more prominently popular shows viewers might have missed on TV.
ITV is also planning to back up the new-look catch-up service with a major marketing campaign, something analysts have argued needs to be done to help drive awareness and usage.
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