ITV has announced plans to launch a brand new streaming service later this year.
The on-demand service - named ITVX - will be the UK's first integrated advertising and subscription-funded platform.
Viewers will be able to watch content for free on an advertising-funded tier, or upgrade to the subscription service for ad-free content.
TV bosses said once ITVX launches, much of the channel's new content will be premiered on the platform first before going on TV.
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The platform will also have exclusive themed channels, box sets, movies and streaming of live events.
Dramas set to stream first on ITVX include A Spy Among Friends, starring Damian Lewis and Guy Pearce, Nolly starring Helena Bonham Carter, Confessions of Frannie Langton starring Karla-Simone Spence, Sophie Cookson and Patrick Martins, Lenny Henry’s six part drama The Little Birds and Litvinenko starring David Tennant.
The broadcaster made the announcement today after it posted a near 50 per cent jump in annual profits thanks to a record year for advertising revenues as the wider economy recovered from the pandemic.
Carolyn McCall, ITV’s Chief Executive said: "The digital acceleration we are announcing today builds on everything we have achieved in phase one of our More Than TV strategy.
"ITVX will be a free service supported by adverts, with a compelling subscription proposition.
"This is fantastic for viewers - it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content.
"The subscription tier will provide a premium offering and includes all of the content ad-free as well as BritBox and future SVOD content partners.
“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences.
"In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers.
"This will enable ITV to continue to be both commercial viewers and advertisers’ first choice.”
