ITV and Sky have concluded a new partnership agreement that will see the ITV Hub app launch via Sky Q next year.
The broadcaster's content is already available through Sky's integrated on-demand service but the addition of the app will allow customers to log in with an ITV Hub account and access personalised recommendations and favourites.
"We welcome the way Sky has continued to improve its product offering because viewers and commercial customers are at the centre of what we do as a business," said ITV CEO Carolyn McCall. "This new and enhanced agreement to extend our relationship with Sky benefits both groups.
"For ITV's viewers, the partnership ensures that they have easy and widespread access to our breadth of programmes, ensuring that they can view ITV's content in the most convenient and appropriate way to them."
The deal also allows ITV to make use of Sky's advertising system to deliver targeted advertising to customers through linear and on-demand viewing.
Neil Wilkes
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