As more and more households embrace online TV services, broadcasters are changing the way they deliver content in order to better fit around their audience. Last year, the BBC updated the iPlayer website and apps, followed by Channel 4's rebranded All 4 portal in March. Now it's ITV's turn. The company announced today that it will scrap the existing ITV Player and ITV.com website and roll them into a new entity: The ITV Hub. It will house all of the channels you'd expect (ITV1, ITV2, ITV3, ITV4, CITV and ITVBe) and you'll be able to either watch live or stream on-demand via a smartphone, tablet, PC, connected TV or set-top box.