3 Signs UK Mobile TV Deal

Hutchison 3G UK has signed an agreement to stream television shows from the UK national broadcaster, ITV over its 3G network. The deal will enable the 3.5 million customers on 3 to watch ITV1 and ITV Play - ITV's participation channel - live on their mobile phone. 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.

Available from this autumn, ITV has granted an exclusive 3G mobile licence to 3 for six months.

Evidence from current mobile TV services indicates that mobile TV viewing is complementary to traditional viewing, with many people catching up whilst travelling, or when they aren't near a TV, creating a unique broadcast television experience on the move.

Full details of the channel packages will be announced nearer the time of launch.

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."

Posted to the site on 8th August 2006