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These options have downsides, though: They’re all supported by ads, and in many cases they don’t let you pause, rewind, or fast-forward whatever’s on.
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I don't think anyone, anywhere, has suggested linear television wouldn't include this in the future.
Dare I say it's a
straw man?
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What is the point in having ITV, ITV2, ITV 3, etc, when you can have all of your programming under one app, like the ITV Hub?
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What is the point in not having it? Costs next to nothing, it's only replicating existing services on DTT, satellite and cable that remain universally popular. Advertising, and a schedule, is used to hook people onto ITV programming.
If they want to watch the next programme, or explore the app, either is a positive outcome for ITV. You are under the mistaken belief that one of them is negative.