ITV has announced that it plans to bring its most popular shows to mobile phones across the land allowing viewers to catch up on shows such as Emmerdale and Coronation Street.
The shows will be available on the 3G network 3 and means 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!”
Although the companies haven't confirmed how much will be live over pre-edited highlights the content partnership, which will initially last for 1 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. Customers will also be able to watch I'm A Celebrity...'s Bushtucker trials on the handset before they air on terrestrial television.
Charles Allen, CEO, ITV said “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".
Last month Vodafone partnered with Sky to offer 19 channels via its 3G service.