ITV, 3 strike deal to stream ITV1, ITV Play to mobile phones

ITV and mobile media company 3 have entered into an exclusive deal to stream ITV1 — the network’s flagship channel — to 3’s customers in the UK.

The deal will enable the 3.5 million customers on 3 to watch ITV1 and ITV Play — the network’s participation channel — live on their mobile phones. ITV1 is Britain’s most popular commercial TV channel, playing all 300 of the top commercial programs on TV this year

Besides being the UK’s first live-streamed terrestrial mobile channels, 3 offering will also become the largest service of its kind in the UK, with coverage of more than 89 percent of the country’s population.

Beginning this fall, the deal grants 3 an exclusive 3G mobile license for six months.

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