ITV has today announced a new premium upgrade service that allows viewers to eliminate adverts from its ITV Player catch-up service.
The privilege of going ad-free will set you back £3.99 a month – roughly a pound per week or around £50 a year.
ITV says demand for its services on mobile devices continues to grow (with over 7 million downloads on Apple’s iOS to date) and wants to continue delivering innovative business models and adapt the product to the evolving market.
The question is, would you be willing to pay £3.99 a month to skip the ad breaks? Cast your vote below…