ITV has today announced that the ITV Player application for iOS will now offer ad free subscriptions, making it the first commercial broadcaster to give mobile viewers this option, and is part of ITV’s ongoing strategy to test new business models in the online area.

The new upgrade costs £3.99 a month and will allow viewers to catch up on 30 days of TV from the ITV, ITV2, ITV3, ITV4 and CITV channels, with live access to ITV3 and ITV4 via Wi-Fi or 3G, without ads.

Steven Power, Product Manager for ITV Player on Mobile, said the following in ITV’s press release: “As ITV Player on mobile devices continues to grow – over 7 million downloads on iOS to date – it is important we deliver innovative business models and adapt the product to the evolving market. I’m genuinely excited that we’re the first commercial broadcaster to offer viewers the choice to watch content with or without advertising.”

You can download the app from the App Store today.

This article may include links to affilates, and if you click on one of these affilate links, we may recieve commission.