- ITV and the BBC signed an agreement to launch BritBox in the UK in the fourth quarter of this year in bid to compete with rival streaming services.

BritBox would include a slate of 'the nation's favourite programmes and the home of the largest collection of British boxsets, and would also commission a 'broad range of original series made exclusively for BritBox,' the companies said.

The broadcasters appear to be pinning their hopes for attracting subscribers in the UK on demand for 'uniquely British' content and a competitive price.

The streaming services at £5.99 per month in HD and across multiple screens and devices is 'less than other streaming services.'

The streaming services had already seen success in Canada and in the US, 'exceeding its targets,' the broadcasters added.

'We have a world beating TV industry with outstanding content. The BBC and ITV are at the centre of that. Together, we have been responsible for delivering the majority of "must see" moments on British TV over the last decade. That "must see" content will now be on BritBox,' said BBC Director General, Tony Hall.

At 8:34am: [LON:ITV] ITV PLC share price was +1.4p at 110.8p

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