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The deal allows Virgin Media's 3.5 million TV customers to view over 40 hours of programming from ITV, ITV2, ITV3 and ITV4 each week.Popular shows such as Coronation Street and Emmerdale are all available for seven days after being broadcast as part of Virgin Media's free Catch up TV service.ITV Player was also branded as ITV Net Player and referred to as the ITV Network Player in branding and communication around programming intended for consumption across the UK, such as on Virgin Media, The service started out as a website before being extended to television and other platforms.Initially the website version used Microsoft Silverlight as opposed to Adobe Flash (used by BBC i Player and Channel 4's 4o D) and Windows Media Video.If the same programme was also broadcast in central and northern Scotland, then users located in those areas may be able to view it on the catch up service of STV.The ITV Hub website will attempt to detect your location automatically, using that provided by your ISP.The service is free to use funded by pre-, mid- and post-roll adverts.Previously users have been able to use ad-blocking software to skip the adverts shown.
The service was originally called ITV Catch Up but was then rebranded 'ITV Player' on 5 December 2008 as part of ITV's aim to create a recognisable and consistent brand for video-on-demand content across the web and TV.The service began a three-day deployment programme on 24 February 2009.Virgin Media's viewers were able to choose from 500 hours of ITV comedies, documentaries and dramas, on demand through the TV Choice section, however the contract to supply archive content ended on 23 February 2013.The app features programming from ITV, ITV2, ITV3 and ITV4 for up to seven days after broadcast.
However content is only available to view in the UK and ITV programming is blocked in the STV and UTV regions. The mobile apps were developed by digital agency Candyspace.ITV adopted Flash for its player on 15 September 2009.