ITV has launched its mobile television service, allowing subscribers to the 3 network to view some of the broadcaster's most popular programmes. In a first for British terrestrial free-to-air TV, shows from ITV1, including Coronation Street, Emmerdale and The X Factor, will be transmitted live to mobile handsets. Viewers can also see programmes from ITV Play, the participation channel launched as a digital service earlier this year.
Due to rights issues commercials will not be shown during breaks in programming. Instead, trailers for forthcoming shows will be aired, said a spokesperson for 3, which is owned by telecoms giant Hutchison Whampoa.
ITV's new mobile television service is in addition to the company's ongoing agreement with 3 to deliver TV clips and highlights available for download.
ITV Consumer CEO Jeff Henry said: "Now viewers can have their favourite channel with them 24 hours a day, when they want it, where they want it".
Lovelace Consulting | 06.09.2006