WhatsOn is an alternative worth looking at. I've used the two side by side for a long time, and I think WhatsOn is better all-around in terms of the interface (especially scrolling and the landscape view)- try both for yourself, as both are free. But the BIG advantage that WhatsOn has is that, at least in my area (which is metropolitan), WhatsOn has current channel listings. When a new channel is added to the lineup, you will see it in WhatsOn anywhere within a couple of days to a couple of months. With iTV, updates are much fewer and farther between (maybe several months to never, it seems). Basically, if you look at Yahoo TV listings or TV Guide Online, the channels that you see there are what you will see in iTV (I think they use the same listing provider), and it currently misses 29 HD channels in my area. WhatsOn, about a month or so ago, missed two or three of the most recently added channels. Right now it misses zero. If you don't care about TMC, HBO Plus, SIFI, MTV, AMC, etc, then iTV may suffice for you. I personally prefer to see all channels available in my area, but that's just me. BTW for those who want to try WhatsOn, you need to use a space in the app store to find it (whats on).