ITV Play

ITV Play was a British free-to-air television channel owned by ITV Digital Channels, a division of ITV plc. The channel was devoted exclusively to phone-in quiz show programmes, expanding upon ITV1 and ITV2's late-night quiz programmes such as Quizmania and The Mint. ITV Play launched on 19 April 2006—replacing Men & Motors on Freeview—and started broadcasting on the Sky platform on 24 July 2006.

The channel was short-lived; its programmes, along with those carried by other British television channels, faced scrutiny for their semblance to gambling. Concurrently, a series of scandals also emerged surrounding the use of premium-rate telephone numbers on British television. On 5 March 2007, ITV announced that it would audit its use of premium-rate lines across its programming, resulting in the closure of ITV Play until further notice; on 13 March, ITV announced that ITV Play would be closed permanently. The ITV Play name continued as a strand on ITV1 during the overnight hours until December 2007.