ITV and 3 switch on UK mobile TV

'I'm A Celebrity' is one of ITV's shows to be made available to 3's customers

ITV, the UK's largest commercial broadcaster, has teamed with mobile operator 3 to deliver TV shows to mobile users, 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 subscribers to watch live TV, as well as clips and highlights from ITV's hit shows.

These will include Emmerdale, Coronation Street and other high-profile 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, chief executive at 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.

"This agreement allows us to talk directly to the company's 3.2 million customers, and generate revenues from 3G-enhanced extras like streamed video and clips."

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