3UK has become the first UK operator to agree a deal with the UK TV broadcaster ITV that will enable the operator's smartphone users to watch TV shows.
The new service, provided in association with the On Demand Group (ODG), will permit subscribers to access ITV content that can be viewed in "catch-up" mode.
3UK said the service will launch in the next few months and will cost subscribers an additional £5 a month on top of their existing line rental. Users will have the option to watch the content on their smartphones at any time with full control to pause, rewind, fast forward and repeat each broadcast.
Commenting on the deal with ITV and ODG, 3UK said that the ITV content will boost the popularity of its tv:ondemand service by providing more choice. According to Mobile Today, Neil Andrews, 3UK's head of media sales and content services, said: "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."
Separately, ITV has announced a 10 per cent cut to its 180 online and on-demand workforce as part of a restructuring at the company.
Telefónica's O2 has also indicated its intent to rejuvenate the mobile TV sector with the trial launch of its O2 TV service. This new venture will deliver a personalised and tailored index of bite-sized TV programmes directly to the subscriber's smartphone.
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