ITV today announced the launch of ITVX - the UK’s first integrated advertising and subscription funded (AVOD/SVOD) platform.
Although calling the service ITVX making it sound like ITV maybe moving into porn, ITVX is actually a service to to replace ITVHub.
https://www.satandpcguy.com/2022/03/03/itv-to-launch-itvx-replacing-itvhub/
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