ITV announced the launch of a new version of the ITV Player app for Apple devices, making it the first commercial broadcaster to give mobile viewers the option to watch catch up content without ads.

The new ITV Player app for Apple devices introduces an upgrade, which allows viewers to watch the last thirty days of ITV's catch up content across ITV, ITV2, ITV3, ITV4 and CITV without advertising, as well as live simulcast of ITV3 and ITV4 via wifi and 3G at a monthly cost.

The £3.99 a month premium subscription will provide a substitute for the revenue the broadcaster makes from commercials on its catch-up service.

Users will be given the option to sign up for an ITV Player Premium subscription next time they update the app, but can continue enjoying catch-up content and live telly for free if they don't opt in.

ITV's catch up content with ads and live simulcast of ITV's flagship channel and ITV2 remain part of the ITV Player app for free. When users update the application on their iPhone, iPad or iTouch, they will be given the option to subscribe to ITV Player Premium to receive access to the ad-free content and additional live channels.