[gottago]

New dramas will premiere on ITVX nine months before running on the broadcast ITV channel

I get that they want people watch ITVX but why nine months?!

It’ll still be new content to those who don’t use ITV Hub, the same amount of content will still have to be made. Not sure what the issue is.

Will these ITVX premiere dramas be available to Scottish users, as if you enter a Scottish postcode you don’t get any main channel content (I know you can use an English postcode but many people won’t know that)
They could put them on the STV player premium tier if they don’t want to change the current system I suppose.

Good question, I hadn't considered that at all. It's possible these programmes will be considered ITVX commissions that just happen to be repeated on ITV1 later, a bit like showing an ITV2 series on 1, not that that's happened particularly often in past. Though doubt STV would be particularly pleased with that. Perhaps it will be as simple as shows eventually destined for ITV1 won't be available with a Scottish postcode. You'd think STV would be making it more known now if they're just a month away from a heap of new premium content.

Do we know if all content will be available on ITV X with ads for free and the paid version just being ad free? Not really sure how it’ll work.

All ITVX content is free with ads. Subscribers will get ad free + integrated Britbox access. What is unclear is how integrated Britbox shows will be in the programme menu, will it be that sort of irritating mix of shows you have access to and don't like you on the free version of Discovery+ for example.