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ITV is to launch its own free-to-view online video service at the end of March.
The service will offer live streaming of ITV channels, a 30-day catch-up service and access to 1,000 hours of archived content.
Annelies van den Belt, the former Telegraph Media Group director of new media has joined ITV to head up its new broadband team, and is believed to begin her new role next week. Prior to the Telegraph group, Van den Belt launched Times Online at News International.
The new online player will be embedded in a revamped broadband site, and not need to be downloaded. The service has been designed by Schematic, which designed CNN's broadband video on demand service.
Advertisers will pay for a brief pre-programme slot and for banner ads on the itv.com site, keeping the service free to view, apart from some premium events like sport.
The news comes following the launch of the BBC's iPlayer and Channel 4's 4oD service.
