I've never had a problem watching ITVx. Yesterday I was asked for a pin number which I have never used. My password isn't recognised so I can not solve the problem.
Assuming this is the Roku system pin that's over the app, not the app itself, then you can go to my.roku.com, sign in if you need to, then scroll to "Pin preferences" and click update, you can update it or select "pin not required" to remove it.
@Jondicorral, this sounds like an ITV problem that has nothing to do with Roku. From what I've seen, you can add a PIN as a parental control. I'd suggest you start with their support: https://support.itv.com/
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