ITV Studios to launch iPhone apps

Published Thursday, Nov 12 2009, 10:42 GMT | By Andrew Laughlin

ITV Studios has revealed plans to turn its leading programme brands into iPhone applications as part of a major push on digital technologies.

According to Broadcast, Dancing On Ice will be the first app to launch on iPhone and iPod Touch in January next year to coincide with the show's new series.

Anyone downloading the free app will be able to browse contestant profiles and behind the scenes footage, as well as catch up on previous episodes of the show. There will also be a premium option available, giving access to exclusive material such as contestant interviews.

Patricia Wagstaff, ITV Studios director of digital productions, said that the new service will not only drive forward ITV's micropayment initiatives, but also increase the broadcaster's multi-platform credentials.

"The important part of the show for the fans is the journey the contestants go through," she said. "It's at early stages but we believe people would pay up to £2 to access that content."

Wagstaff accepted that revenues drawn from the application would initially be very modest, but the service would work to drive more people to watch shows on ITV1.

"Long term, the iPhone is changing the playing field for how people consume content, and with Orange and Vodafone joining the market, we expect the number of people who want to access our brands through their phone handsets to increase," she explained.

Also this week, Sky agreed a deal with Apple to make its Sky Mobile TV platform available on the iPhone, enabling users to watch live Premier League matches on the go.