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ITV plays catch-up

Last will be first

ITV might be the last major broadcaster to jump aboard the video-on-demand bandwagon, but it has done so with both feet.

Although not yet launched, a rejigged itv.com promises a 30 day archive of programmes, live streaming of all ITV channels, user-generated content, and exclusive "made for broadband" commissions. It will also offer an archive of "best of ITV".

The broadcaster said its media player will be on every page of itv.com and the electronic programme guide can be personalised to pick your favourite types of show and send a text message when certain shows are on.

ITV says it has employed 40 online content editors and multimedia producers to help get its content online.

The first "broadband content" is "Web Lives" a daily three minute documentary on bloggers, online daters, social networkers, cyber celebrities (what?) and, God preserve us, Second Lifers.

ITV is also dusting off some old game shows like Blockbusters, Catchphrase, Countdown and Family Fortunes and turning them into games that can be played online for cash prizes.

There's more from ITV here. ®

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