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3 gets exclusive rights to ITV content

Will broadcast deal have audiences streaming for more?

Tags: itv, three, 3, mobile tv

By Jo Best

Published: 7 August 2006 14:55 GMT

No need to miss Celebrity Love Island or Emmerdale again. Mobile network 3 has buddied up with broadcaster ITV for its next mobile telly move and, unlike its competitors, it has opted for streaming rather than broadcast to deliver it to the UK's handsets.

The deal will mean 3 can provide 24 hour live streaming of ITV1, as well as ITV Play, ITV's interactive gaming channel. The operator has exclusive rights to show the channels for six months.

Whether mobile ITV will follow the ad-sponsored model of its terrestrial counterpart or mimic rival operators' per month fee for pricing is unknown. According to 3, pricing details will be revealed nearer launch.

In using 3G to distribute a broadcast mobile telly channel, rather than a separate system, 3 is striking out on its own.

A number of mobile broadcast systems are already being trialled in the UK, including DVB-H by O2, DAB-IP by BT and MediaFLO by BSKyB.

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