ITV and 3 Announce 3G Mobile Content Partnership

Europe UK : ITV, Britain’s largest commercial broadcaster, and 3, the UK’s leading mobile media company, have today announced a far reaching output deal that delivers Britain’s most popular shows to mobile.

The partnership will mean content from ITV’s biggest programme properties is made available to every 3 customer, beginning with the latest series of “I’m A Celebrity…Get Me Out Of Here!”

The content partnership, which will initially last for one year, enables 3’s growing 3G enabled customer base to watch live TV, as well as clips and highlights from ITV’s hit shows. Alongside I’m A Celebrity…, this will include Emmerdale, Coronation Street and other high-profile regular shows and one-off specials in 2006.

The ITV content will be designed specifically for the mobile platform and will include highlights and behind the scenes footage. 3G handset owners - including 3’s 3.2 million customers - will be able to watch “I’m A Celebrity’s” Bush Tucker trials on the handset before they air on terrestrial television.

Charles Allen ( inset above ), CEO, ITV said:

“ITV is the home of some of the biggest entertainment programmes on TV, with millions tuning in to see the latest series of ‘I’m A Celebrity...’ following on from the great success of X Factor. With big entertainment shows like these people increasingly want to get the latest gossip and content between shows. So we are delivering more of our quality content to viewers on their mobiles and online, supporting our programmes, and allowing viewers to access the latest content wherever and however they want it.

This agreement with 3, the first deal we have signed of its type, allows us to talk directly to the company’s 3.2m customers, and generate revenues from 3G-enhanced extras like streamed video and clips.“

Bob Fuller, CEO 3 UK said:

“3 and ITV share the belief that TV will be a major driver of growth in 3G usage. The mobile phone is a natural extension of the television set and provides broadcasters with the potential to extend their terrestrial audiences and reach viewers on the move. The mobile will never replace traditional television but it will enhance it. The deal we have done with ITV demonstrates clearly how a innovative approach to television, tailoring content for the platform rather than being a simple pipe, will deliver a better customer experience overtime.”

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