Updated the ITV player OS app earlier and, upon first run, a box popped up stating that, along with IPL cricket not being available on phones and tablets, that ITV 3 & 4 will shortly be made available live for free via a further update.

Has ITV finally conceded that ITV3 & 4 are not sufficiently popular that people will pay to watch them? Isn't this a bit of a slap down for Adam Croziers strategy of moving into pay TV?

Presuming that they now think they'll make more from advertising than from subs, I wonder if ITV 2, 3 & 4 HD May go FTV on TV at some stage too.....

ITV3 and ITV4 are FTV anyway and always have been.

I was talking about their HD variants which have resolutely stayed on Pay TV only (Sky & Virgin).

Sky have recently signed a further multi year contract with ITV for the HD versions.

What has that got to do with the ITV Player app? ITV player only offers below par SD on all platforms anyway.

Nothing directly - I was wondering if, as they are giving up on payment for ITV 3&4 online and going free, that they would also go free for their HD channels. But clearly Sky still seem to think it's worth forking out to keep HD variants from going FTV.