Live football on ITV.com

UK terrestrial TV channel ITV was showing the England football team this evening. I wanted to watch the live stream so headed for itv.com. It looked pretty clear how to get to the footie:

Clicking the massive call-to-action got me here. Now I’m getting excited.

Watch all the action? SOLD! But hang on, what’s this?

OK, yes, I want to “watch England v Norway live”. Desperately, actually. But not yet:

At this point I felt that my journey must finally be reaching its conclusion. The page’s sole focus was the game I wanted to see. But how to see it?

So the link I needed was buried at the bottom of a paragraph of text on the fourth page of the site.

The live stream opened in a new tab, as part of the ITV Player site. I didn’t miss any goals.

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