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ITV has launched its new on-demand broadband site, itv.com, backed by a £20 million investment. The site enables viewers to watch programmes on the internet for 30 days after initial broadcast, and features live streaming of ITV channels, an archive of classic shows, plus original made-for-broadband programming. The new site was launched just a day after the BBC Trust gave the go-ahead for the launch of the BBC's iPlayer service, which will offer BBC shows online for seven days after broadcast.