[Ash101]

Must be a last minute internal decision to soft launch it, to phase out ITV Hub.

In terms of streaming quality, an improvement but not HD. Unless that comes later? I like the idea of the pop up fast channels

Dare I cynically wonder if it was done after someone read the post in the other thread about signing up to the ITV Hub for only £39.99 yearly, which would then get migrated over to ITVX at the same price.  Quickly rolling out ITVX online conveniently stops any last-minute cheap sign ups to the old ITV Hub.  It would also make it easier for them to start advertising the new service in TV trailers / adverts.

Interestingly I got the email about the price staying the same & I haven't had an active ITV Hub+ subscription for 6 months, so I wonder if it was sent to anyone who'd previous subscribed by mistake?

Looks like the iOS app has been updated within the last hour too.