As a profit-driven network, ITV has its work cut out in the online streaming world when the BBC's iPlayer looms overhead. How do you compete with a cultural institution? Its solution these days is one of sheer choice: it's launching a publicly available beta of its ITV Player refresh that offers TV show rentals. While viewers will have free, ad-backed viewing for the last month's worth of programming, they'll also have the choice of renting 30-day access to archived episodes at 49p (79 cents) each without the pesky commercials in between. Anyone who
