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24th November - 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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