The only pay is Essex, according to ITV. The broadcaster will test payments for its online services before the end of the year, but in the meantime ITV Player catch-up is now available for free on freesat.
ITV bosses believe fans of quality programmes such as Cops with Cameras, Homes Under the Hammer and Dinner Date will be so keen to get their latest fix of alliterative docu-tosh they'll pay for the privilege. Hey, alliteration is fun!
ITV plans to test micropayments before the end of the year to find out what people are prepared to pay for, and how much. ITV's online video is growing -- 180 million videos played in the first half of the year -- but the channel wants to cut down its reliance on pre-roll ads, those adverts that play before your programme starts.
ITV is involved in, the standard for online telly currently being developed by the five terrestrial channels and a handful of Internet service providers. ITV catch-up and on-demand will be available via YouView, but it does involve getting yet another set-top box -- and ITV will charge for watching.
The three terrestrial commercial channels recently suffered a blow in the online space in their fight with. The High Court ruled TVCatchup is within the law to stream live telly online, although the case continues in European court.
Update: We've spoken to ITV about the plans for payments, which at this stage don't include catch-up. The online telly you'll need to pay for is likely to include webisodes and other extra content rather than stuff that has already been aired.
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