As a profit-driven network, ITV has its work cut out in the online streaming world when the BBC's iPlayer looms overhead. How do you compete with a cultural institution? Its solution these days is one of sheer choice: it's launching a publicly available beta of its ITV Player refresh that offers TV show rentals. While viewers will have free, ad-backed viewing for the last month's worth of programming, they'll also have the choice of renting 30-day access to archived episodes at 49p (79 cents) each without the pesky commercials in between. Anyone who just can't get enough Collision can spring for a 90-day rental of a whole series at a lower total price, and the broadcaster is even planning trials of streaming-first episode premieres -- if only we were so forward-thinking in the US. We'd question the wisdom of anyone who really, truly needs an uninterrupted The Only Way is Essex, but at least those who want fodder for water cooler chats can blast through their pseudo-reality TV at a record pace.