UK broadcaster ITV launches mobile service today

UK commercial broadcaster ITV will be broadcasting all its programmes direct to mobile phones from today

. The deal between ITV and network operator 3 means primetime shows will be aired on handsets at the same time as television.

Adverts will not be shown on the mobile phone versions of ITV1 and ITV Play - breaks will be filled with trailers for upcoming shows, a spokesman for 3 said.

The two channels are available to the mobile phone network’s 3.7 million customers for a £5 monthly charge in addition to their usual tariffs. ITV1 and ITV Play may also be bought by 3 users for a daily rate of 99p and 49p respectively.

ITV Consumer chief executive officer Jeff Henry said:
“Now viewers can have their favourite channel with them 24 hours a day. When they want it, where they want it.”

The “simulcast service” is exclusive to 3 for the initial six months. A few films will be excluded from the mobile phone broadcasts due to rights issues, the 3 spokesman added.

Source: Media Network, ITV

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