Apart from it being from ITV not Channel 4..

..it's not actually the BBC's fault (or the other channels). Even the programs they make in-house have multiple sources of material licensed from other commercial producers for which they pay a fee for the region of use. In order to make their programmes available to anyone on the net, they would need to pay far far more in fees to these producers, making programming vastly more expensive for the benefit of people not contributing toward the cost via a license fee.
Now I don't actually agree with that last point, but programming for the net is still in its infancy and the various producers need to understand the problem, have the will to resolve it and begin altering their contracts with the various copyright holders to grant them the unlimited use, global region, net only style license they would need to be purchasing in order to open it up.
It won't be quick, but I think they're slowly working toward it. In the meantime, you could of course use a location cloaking proxy such as TOR and finding an end node in the UK which would get around the fairly simplistic IP range blocking the BBC utilise to decide where you live.