ITV have agreed a pay-television deal with broadcasters Sky to bring high definition versions of ITV 2, ITV 3 and ITV 4 to the subscription service.
ITV2 HD will launch in October, just in time for the mega popular X Factor talent show, with ITV 3 HD and ITV 4 HD following soon after.
Adam Crozier, Chief Executive of ITV plc, said: “Building new revenue streams by exploiting our content across multiple platforms is a key part of the ITV Transformation Plan announced today. Pay television has seen continual growth over the last decade and this deal is a great example of how a new, subscription-based launch, can complement ITV’s existing free-to-air channels.”
Mike Darcey, Sky’s Chief Operating Officer, echoed Crozier’s sentiments: “The subscription model best rewards those committing to HD and continues to drive its growth. We therefore welcome ITV’s move to embrace pay TV to satisfy the demands of millions who now regard anything less than HD as a compromise. This is great news for the one in three Sky homes who have already responded to the increased choice and quality offered by Sky+HD.”
By Gerald Lynch | August 3rd, 2010