Broadcaster ITV has rebranded its online catch-up TV service as ITV Player, 18 months after the service was first launched.
The name change no doubt is partially inspired by the runaway success of the BBC iPlayer, which last week began broadcasting BBC One and BBC Two live online.
"The new logo is part of our aim to create a recognisable and consistent brand for video-on-demand content across the web and TV," said the ITV director of online, Ben McOwen Wilson.
"It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best," McOwen Wilson added.
ITV Player offers the usual catch-up service offered by the BBC, featuring popular reality shows, dramas and soaps, but also adds football including FA Cup action.
A ‘TV Classics’ section offers a chance to see vintage shows for free including Cracker, Rising Damp, Spitting Image, Prime Suspect and a seasonal A Christmas Carol.
Unlike Channel 4’s own catch up service 4oD, ITV Player is available to Mac users, although successful online viewing seems to depend on your browser’s compatibility.
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