I have spoken to ITVx and then Freeview Play on this matter. If you have a missing 'LIVE' button then it's correct. You are on a TV (Roku or LG etc.) which has an digital ariel input for Freeview Play so you will get the live across the ariel input and you DON'T HAVE A CHOICE, thats how the 'live' service is delivered to these TV's. The snazzy ITVx app you download on the TV is just for catchup services only you cannot live stream on them it won't have the feature as it doesn't need it (i.e NO LIVE BUTTON). You may think awww why? I can live stream other channels, my TV can work over the internet!. irrelevant to what you want really you have bought the wrong TV. (Their words) There are two versions of the app, you will get one for the TV's one for sticks one has LIVE one does NOT, this is on purpose and the software is locked to the correct platform. They wouldn't tell me why but probably it's due to the way they deliver local lovely mind zapping adverts, anyway, fact : "if you have an ariel input you must use it for Freeview Play which receives all ITV channels and integrates with Freeview Play on the TV". You have a bad or no digital ariel signal then why do you have you a TV installed which requires it for freeview play as this will be the same for ALL live channels including channel 4 etc.? So Your Options : a) Sort your digital ariel and plug it in. b) Download Amazon Prime Video app (Roku), search channels purchase ITV catchup, at the time of writing their service still streams all the channels LIVE as well as catchup for £3.99 a month (you have to really scroll down to find it but works perfectly). c) Buy a stick insert into your not very smart TV, which will allows LIVE streaming of ITVx which I think is a joke d) Get Sky Stream (its a tiny puck which plugs into your TV) which is what I did works 100% internet across your wifi, no ariel,no dish. No more buggy ITVx app (thank god I really hate ITV anyway never watch it) as it just is part of my sky channel listing. The problem is people buy smart tv's and don't find out HOW live services are delivered they think they can stream all the channels via the internet, this is totally not the case unfortunately the only product I know which does this is the SKY TV's and a couple of other systems. The freeview digital ariel input for ALL these devices is NOT a backup for the internet its the MAIN WAY YOU RECEIVE LIVE channels and if you don't like it then change your TV for one that does like Sky Glass.
