I've long given up working out what ITV thinks. They certainly don't think many people have any form of PVR (even many Freeview boxes can now record, as can some TVs that record to USB drives etc).
I mean, why show Die Hard twice (with the +1) and then a day or two later again, and then again and again.
I will admit that if some classic films are on TV, I'll watch them even if I've seen them a billion times and have them on DVD/Bluray or my PC. Even though I can watch Die Hard ANY time, I'll sometimes watch when it's 'live' so-to-speak. But, as time goes on the +1 channels will become pointless, and they only exist now as there's so many spare channels that ITV figures it's cheap to repeat an hour later, and get some more ad revenue.
The fact is, they're struggling to fill the ITV 2, 3 and 4 channels and as more and more people download and stream content (and increasingly doing so legally) then it's pretty much game over for these channels.
Meanwhile, the BBC has to cater for everyone and from what I hear, The Voice may actually prove to be one of the better shows (like Fame Academy was). The problem is that in our dumbed down state, most people will prefer stuff like X Factor as there's so much hype and controversy, which seems to be more entertaining than any talent (or lack thereof) that the contestants have. It sums it up when the druggie kicked off X Factor is now considered a celeb to go on Big Brother!