The internet revolution is going through a period of change the free content we are use to having isn't bringing in any revenue for the companies supplying it so they are exploring other avenues. Expect to see a lot of companies trying to introduce fees for services that were previously free advertising revenue just isn't stretching far enough.
I'm not sure if it is the right move for companies in general or ITV in particular but I've always been amazed by the amount of free content on the web and convinced it was unsustainable. It maybe that in future we look back at this golden era of free internet content and wonder how it was ever possible to get so much for so little.