ITV unveils iPhone streaming service

ITV has unveiled a new simulcast streaming service of its main channels on the iPhone, which will carry all of the broadcaster's World Cup games.

ITV's new iPhone app, which will go live for the start of the football tournament on June 11, allows users to watch the broadcaster's linear TV content while on the go.

Under a partnership deal, new media operator Red Bee Media will stream a live simulcast of ITV1 and ITV2 via 3G and WiFi to the iPhone.

ITV's free-to-download app is fully funded by pre-roll advertising and click-through banner ads, which are being handled by Mediacom and M4C.

Along with live streaming, the app will also include schedule information for ITV1 and ITV2 provided by Red Bee Media's broadcast data operation.

The company, which was recently hired by Five to manage its video on-demand services, will also handle simulcast streaming of all ITV's matches from the 2010 FIFA World Cup.

"The ITV web app is a compelling offering that, using our sophisticated metadata platform, Teleview, provides ITV viewers with a much richer, branded service than other video streaming options," said Red Bee Media's chief commercial officer Alan Wright.

"The delivery of the ITV web app, in time for the World Cup, has brought together our creative, data and media management services and perfectly demonstrates Red Bee Media expertise in executing a multiplatform strategy."

ITV director of online and interactive Ben McOwen Wilson added: "Our aim at ITV is to make our content available when and where our viewers want to watch it.

"The ITV web app will enable iPhone users to find and watch their favourite ITV content, on the go and with this year's World Cup fast approaching, iPhone football fans now have a new way to watch the latest action.

"As the only UK broadcaster to screen the World Cup on mobile, this application offers advertisers a dynamic way to interact with viewers and puts ITV at the forefront of mobile VOD."

ITV's first World Cup game will be South Africa versus Mexico, with coverage from Johannesburg starting at 3pm BST on June 11.

On June 12, the broadcaster will also air England's first group match against the USA from 7.30pm BST on ITV1. Both games will be streamed live on the iPhone app.

Last week, ITV confirmed plans to boost interactivity and social media options around its World Cup coverage on the new ITV Live platform.