ITV Studios launches mobile products shop

ITV Studios has launched an online shop selling branded mobile phone merchandise from its leading properties, including Coronation Street, Emmerdale and Dancing on Ice.

Created by ITV Studios Digital Productions, the new store offers products and services for customising mobile phones, including 40 ringtones, 70 wallpapers and 13 different screensavers. Each download costs £1.50.

Additional subscription services offering daily alerts, videos, games and applications linked to ITV's soaps, sports and daytime programming will be added "over the coming months". The new mobile shop will also be promoted on ITV1 during primetime broadcasts.

"We are excited to ramp up ITV Studios' digital reach with the launch of our direct-to-consumer mobile shop," said Patricia Wagstaff, director of ITV Studios Digital Productions.

"ITV regularly delivers sizeable audiences on-air and online and this is one of our planned executions where we look to turn viewers into paying customers - fans can now personalise their phone and engage with their favourite programme through a game and application, daily alert or video and ringtones.

"Additional mobile offerings such as subscription services for daily alerts on the soaps, sports, news, and daytime programmes, games, applications, and video, plus content from third parties will be added over the coming months."

Last month, ITV Studios began turning its leading programme brands into iPhone applications as part of a major push on digital technologies, starting with Dancing on Ice.