ITV is now on, the company has announced, bringing with it hundreds of hours of past and current ITV shows to enjoy.

The service, owned by the same people behind and pronouced "wacky", will mean users now have access to an extensive catalogue of TV series and movies from ITV, including primetime drama and comedy programmes The Royle Family, Cold Feet, Lewis, Law and Order, Prime Suspect, Endeavour, Lemon La Vida Loca and Titanic.

The new content is available as part of the Selection,’s subscription streaming service, or for individual rental and purchase.

Prices vary, but users will be able to watch the first season of Lewis for £5.99 for example or the first season of Downton Abbey in HD for £9.99. The third season quickly jumps to £18.99, however. Selection subscribers can watch an entire TV series on-demand, while those who may have missed one or two episodes of their favourite series can rent them individually.

A Selection subscription is priced at £4.99 a month for a limited period.