ITV has added a premium subscription option to its iOS app for iPhone and iPad that removes ads and allows people to watch live TV as it’s broadcast, but early feedback is not positive.

The update was released as an optional in-app purchase within its existing ITV Player app on Tuesday and comes as ITV attempts to increase its online and mobile footprint, though it marks a departure from the traditional advertising revenue streams that have supported the TV network in the past.

For the requested £3.99 per month, users get access to 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 over either WiFi or 3G.

ITV Premium UK broadcaster ITV introduces £3.99 live TV streaming for iOS but viewers are not impressed

“As ITV Player on mobile devices continues to grow – over 7 million downloads on iOS to date – it is important we deliver innovative business models and adapt the product to the evolving market. I’m genuinely excited that we’re the first commercial broadcaster to offer viewers the choice to watch content with or without advertising,” Steven Power, product manager of ITV Player on Mobile, said in a blog post on Wednesday.

However, early comments left on the app’s review section on the  Apple App Store are not encouraging for the premium streaming options with users complaining that while they welcome the lack of ads, it doesn’t sound like good value for money.

“£3.99 a month to skip ads and a few extras!? I don’t think so. Is any mug really paying for this? TV licence is enough already,” a user by the name of ‘Iamnotageek’, said.

Iamnotageek was by no means alone and many others expressed a similar sentiment.

“Seriously? They expect us to pay to view ITV 3 and 4? Just use TV Catchup instead,” ‘Dackman29′ wrote.

ITV Player, without the premium streaming options, is also available on Android but is currently restricted to only work on Samsung devices.

Image Credit – Getty Images

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