Three has agreed a deal with ITV and On Demand Group to enable its customers to watch shows including The X Factor on their handsets.
Customers will soon be able to watch the latest ITV shows, including Coronation Street, I'm a Celebrity...Get Me Out of Here!, Secret Diary of a Call Girl and Downton Abbey on their smartphones following the deal – the first mobile operator catch-up deal agreed by the broadcaster.
Content will sit within Three UK’s mobile Subscription Video-on-Demand (SVOD) and Catch-Up service and customers will be able to watch a selection of the latest catch-up and archive content from ITV.
Subscribers will have the option to watch the content on their mobile devices whenever they choose with full control to pause, rewind, fast forward and repeat each show.
Three says the addition of ITV content to its tv:ondemand service will further strengthen this offering and provide customers with even more choice and greater value.
Three UK head of media sales and content services Neil Andrews said: ‘This is great news for our customers. We feel the inclusion of ITV’s popular programming to our on-demand service, coupled with the strength of our 3G network, creates an unrivalled mobile TV proposition in the UK.’
ITV head of VOD and strategic partnerships Neale Dennett added: ‘We are delighted to announce this deal, which gives viewers further opportunities to access ITV content on the move. The deal with On Demand Group highlights our progress in looking at new ways of maximising the value of our content.’