ITV announces content partnership with 3

ITV has signed a year-long 3G content deal with Hutchison's 3 service.

Content to be provided on the service includes live TV along with clips and highlights from shows including Emmerdale and Coronation Street. The service is already carrying clips from I'm A Celebrity.

"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," said ITV CEO Charles Allen. "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."

Calling mobile phones "a natural extension of the television set," 3's UK CEO Bob Fuller said that the ITV deal "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 over time."