Take a look at http://player.stv.tv
It's the scottish ITV site, and appears to have 99% the same programming (if not, more) as ITV.com, but with a vastly improved player. Less adverts, less buffering issues, simpler look..ok so full screen still doesn't work if you have multiple monitors (if you click away from the player..it loses focus and drops back), but you can't have everything hah..
Lots of people have issues with ITV's appauling player, so hope this helps a few of you!