The Stage

ITV and 3 strike mobile streaming deal

Published Monday 7 August 2006 at 11:00 by Liz Thomas

ITV1 is to be streamed on to mobile phones, a UK first for a terrestrial broadcaster, in an exclusive deal with mobile media company 3.

The move means that the telecoms company’s 3.5 million customers will be able to watch the network’s flagship channel and gaming station ITV Play live on their mobile phones.

As well as being the UK’s first live streamed terrestrial mobile channels, it will also become the largest service of its kind in the UK with coverage of more than 89% of the UK population.

Charles Allen, chief executive of ITV, said: “This is a bold new service from ITV and 3 which makes the ambition of fully streamed mobile TV a reality. 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.”

Available from this autumn, 3 has the licence for six months. The agreement comes at a time when mobile television is becoming increasing popular in its own right and as a complimentary service to traditional linear viewing.

Bob Fuller, chief executive of 3 said: “This partnership with ITV is a natural next step for 3 as we continue to build a complete mobile platform that meets all of our customers’ communication and entertainment needs on the move. It offers the first true mainstream experience of mobile television and adds a new dimension to the traditional way our customers watch television. 3 and ITV have demonstrated clearly how an innovative approach to television can create new services and commercial models, which is an exciting prospect for broadcasters, advertisers and audiences.”