ITV and 3 announce mobile TV deal

3 is to show ITV on its mobile network

ITV and mobile provider 3 have announced a deal to stream the ITV1 channel to 3’s customers in the UK.

The deal will enable 3.5 million customers on 3 to watch ITV1 and ITV Play – ITV’s quiz channel – live on a mobile phone. Available from this autumn, ITV has granted an exclusive 3G mobile licence to 3 for six months.

ITV1 will be the UK’s first live streamed terrestrial channel for mobiles, and will also become the largest service of its kind in the UK with coverage of more than 89 per cent of the UK population.

' We are delighted that we are teaming up with 3 to be the first terrestrial broadcaster in the UK to launch this kind of service. Today is a real milestone in the development of TV on the go,' said outgoing ITV chief executive Charles Allen.

Evidence from current services suggests that mobile TV viewing is complementary to traditional viewing, with many people catching up while travelling, or when they are no’t near a TV.

Full details of the channel packages will be announced nearer the time of launch.

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