The move towards TV over mobile phones went up a gear yesterday as ITV and ‘3′ announced an agreement to show ITV shows over the ‘3′ network.
It’s not the first deal of its kind, but perhaps its the most interesting.
Earlier this month BSkyB announced a tie in with Vodafone, while ‘3′ had already signed up Channel 4.
But what makes the ITV deal significant, aside from the sheer popularity of programmes such as Coronation Street which will be available, is that some of the shows broadcast will be tailored specifically for the mobile market.
There will even be special sneak previews of ‘I’m a celebrity get me out here’ so that ‘3′ customers can get the latest ‘gen’ from the popular show before anyone else - and no doubt, when ‘3′ users travel by train, their fellow commuters will be able to share in the gossip too, whether they want to or not.
Some programmes will even run on non 3G mobile phones.
It’s understood that users will pay 50P per programme.
Bob Fuller, chief executive of 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.”
Charles Allen, ITV chief executive, said: “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.”
The TV market for people on the move seems to be going mad. With the video iPod allowing users to download high profile programmes including Disney shows such as Desperate Housewives.
It’s a brave new world out there, converging technologies are opening up a gold mine, but perhaps its too early to tell who will benefit from this gold rush - although content producers are no doubt sitting pretty.
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