The move makes ITV the first UK commercial broadcaster to give mobile viewers the option to watch catch-up TV without adverts.
ITV said the app was part of its ongoing strategy to test new business models in the online arena and deliver content to viewers in new ways.
Viewers with the premium version of the app can watch the last 30 days of ITV’s catch-up content across TV, ITV2, ITV3, ITV4 and CITV without advertising, as well as live simulcast of ITV3 and ITV4 via WiFi and 3G.
Catch-up content with ads and the live simulcast of ITV’s main channel and ITV2 will continue to be available via the free ITV Player app.
James Micklethwait, online product director, ITV said: “As part of ITV’s ongoing transformation plan, a key priority for the online team is to drive new revenue streams by exploiting our content across multiple platforms, and the launch of the ad-free ITV Player app is a further step on that journey.”
ITV said that its iOS app had been downloaded seven million times to date.
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