ITV latest to launch mobile TV service after deal with 3

by Sam Matthews, Brand Republic 23-Nov-05, 15:00

LONDON – ITV is the latest broadcaster to jump on the mobile content bandwagon, on the heels of Channel 4 and BSkyB, as it signs a deal with mobile company 3 to offer clips from hit shows such as 'I'm a Celebrity... Get Me Out of Here!' and 'X Factor'.

The partnership will mean content from ITV shows including the latest 'I'm a Celeb...' will be made available to every 3 customer at the touch of a button.

Alongside live coverage of Bush Tucker trials on 'I'm a Celeb...', which mobile viewers will get to view before TV audiences, ITV plans to include popular shows 'Coronation Street', 'Emmerdale' and 'X Factor' on the service.

The partnership will initially run for a year, and live and pre-recorded content will be designed specifically for mobile delivery.

Charles Allen, ITV chief executive, said: "This agreement with 3, the first deal we have signed of its type, allows us to talk directly to the company's 3.2m customers and generate revenues from 3G-enhanced extras like streamed video and clips."

The deal is the first mobile content deal for ITV and follows hot on the heels of BSkyB's deal with Vodafone, which launched on November 1 offering Vodafone Live! with 3G customers the chance to watch up to 19 Sky channels.

Channel 4 followed with the launch of a mobile TV channel featuring hit shows such as 'Brat Camp', 'Grand Designs' and 'Supernanny' after a similar deal with 3.

Bob Fuller, chief executive of 3 UK, said: "3 and ITV share the belief that TV will be a major driver of growth in 3G usage. The mobile phone is a natural extension of the television set and provides broadcasters with the potential to extend their terrestrial audiences and reach viewers on the move."

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