iPlayer links up with ITV, Channel 4 and Five

No non-BBC channels available - but they aren't either on iPlayer on my Sony TV or Blu-ray player

Edit: from the link you posted:

Now don't get your hopes up that you can now watch ITV content on the iPlayer, but you can search for on-demand ITV channels and they will appear on the iPlayer, with a link out to ITV Player.

So it sounds like it's only on-demand services available :(