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utilising the web-browser to distribute content rather than an app.
It was free and ad-funded with pre-, mid- and post- roll video ads being sold and served by ITV.
The deal allows Virgin Media's 3.5 million TV customers to view over 40 hours of programming from ITV, ITV2, ITV3 and ITV4 each week.
Under the terms of the deal with Sony, STV, UTV and Channel Television were able to add their own equivalent services so they were also accessible from the PS3 platform on a similar basis to ITV Player.
After the re-brand to ITV Hub, the service is no longer available on the PS3 ITV Hub was launched for Xbox One on Friday 10 February 2017, this was made possible by a new Universal Windows Platform app which integrates with Windows 10 and Xbox One.
ITV Player was also branded as ITV Net Player and referred to as the ITV Network Player in branding and communication around programming intended for consumption across the UK, such as on Virgin Media, The service started out as a website before being extended to television and other platforms.
Initially the website version used Microsoft Silverlight as opposed to Adobe Flash (used by BBC i Player and Channel 4's 4o D) and Windows Media Video.
On 6 June 2016, ITV Hub replaced the UTV Player service in Northern Ireland, following the latter's sale to ITV plc in February 2016.