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It’s because of the newly launched ITVX. ITV Hub is a catch up service. ITVX, that is replacing ITV Hub, is a streaming service. It’s going to have more content, premium tiers, BritBox integrated if you pay etc. It wants to compete with the likes of Netflix, rather than be a catch up service. Because of this is wants the itv channel to be called itv1 to distinguish it from itv2 and other ...
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