ITV's online TV catch-up service may not grab the attention the show pre-booking BBC iPlayer manages, but it, too, is gradually improving over time. Take its forthcoming progression onto BT Vision, for example, joining extant offerings from Channel 4, Five and of course the BBC.
For ITV it may marks the first deal with a third-party content provider, but compared to its rivals, ITV is playing catch-up (if you'll forgive the pun) ever so slightly. Considering BT Vision only has around 340,000 subscribers anyway, it's not as if a significant proportion of the viewing public is going to benefit from the deal. And I can't say I think the deal will help with BT's plans to bolster its user base to some two to three million users by 2012.
On the financial side, BT is apparently guaranteeing ITV a set payment for access to the service, with further revenue to be passed on to the broadcaster as BT gains more subscribers. Frankly, it's going to take more that this for ITV to excite me.