ITV teams up with 3 mobile for live broadcast deal

by Mark Banham, Brand Republic 07-Aug-06, 11:00

LONDON - ITV has joined forces with 3 to provide live streaming of programming from ITV1 and ITV Play, the network's gaming channel, to the mobile operator's UK customers.

The six-month deal launches this autumn, and will enable the network's 3.5m customers to receive ITV1 programmes such as 'Emmerdale' and 'I'm a Celebrity...Get Me Out of Here' as well as content from ITV Play.

Charles Allen, chief executive of ITV, said: "Today is a real milestone in the development of TV on the go and, with ITV's new broadband channel coming soon, viewers will be able to access ITV's great content wherever, whenever, and however they choose."

The 3 service will be the UK's first live-streamed terrestrial mobile offering and will also have the largest coverage for content streaming services in the UK, covering 89% of the population.

Bob Fuller, chief executive of 3, said: "This partnership with ITV is a natural next step for 3. It offers the first true mainstream experience of mobile television and adds a new dimension to the traditional way our customers watch television."

The deal is a continuation of ITV's partnership with 3, which was signed in November last year.

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