ITV takes content to Three phone network

Editor ©RapidTVNews | 21-10-2011

Customers of Three, claimed to offer the UK’s largest 3G telecoms network will now be able to watch the latest ITV shows on their smartphones after a deal between the telco , the broadcaster and VOD aggregator On Demand Group (ODG).
The move comes at a key point in TV’s calendar just as flagship show the X Factor has begun its hugely popular live show which will run until just before Christmas. The move is a further extension of the mobile channel for ITV coming of the back of the return of mobile text voting for the X Factor.
The deal is further feather in the cap of ODG who now manages the on-demand businesses of a growing roster of market-leading service providers including Virgin Media in the UK, SFR Neuf in France, OTE in Greece, TTNET in Turkey and du in Dubai, among others. Said Tony Kelly, CEO of On Demand Group: “We’re very pleased to be working with the UK’s leading commercial TV operator. Our deal with ITV is a key addition to the Three UK TV SVOD service and further evidence of ODG’s ability to implement targeted and compelling TV on demand services.”
Under the terms of the deal, Three’s customers will be able to watch a selection of the latest catch-up and archive content from ITV shows classic soap Coronation Street, reality show I'm a Celebrity...Get Me Out of Here! and drama Secret Diary of a Call Girlas well as X Factor. Subscribers will have the option to watch the content on their mobile devices whenever they choose with full control to pause, rewind, fast forward and repeat each show.
Neil Andrews, Head of Media Sales and Content Services at Three UK, commented, “This is great news for our customers. We feel the inclusion of ITV’s popular programming to our on-demand service, coupled with the strength of our 3G network, creates an unrivalled mobile TV proposition in the UK.”
Neale Dennett, Head of VOD and Strategic Partnerships, ITV added: “We are delighted to announce this deal which gives viewers further opportunities to access ITV content on the move. The deal with On Demand Group highlights our progress in looking at new ways of maximising the value of our content.”