Freeview Play asks for a postcode so that they know whether to show you ITVX or STV Player, as there is overlap with what they have but only within their broadcast areas.On a phone i can download Freeview Play and it asks me to set location or enter a postcode, but when i do it via am stb i don't get the postcode option.
Using Freeview Play I was hoping to get other regions via the box, like a phone (untested)