A friction reduction system for reducing friction of an intermediate transfer member (ITM) of a printing system, while the ITM is guided along the printing system by a guiding arrangement. The friction reduction system includes a fluid reservoir mounted within the printing system, a fluid depositing arrangement disposed along the ITM, and a control mechanism, adapted to control depositing of fluid, from the fluid depositing arrangement onto the guiding arrangement or onto at least a portion of the ITM. Depositing of the fluid reduces friction between the ITM and the guiding arrangement.