3GScottishUser
23rd November 2005, 05:42 PM
From c21media (23/11/2005):
The UK's biggest commercial broadcaster, ITV, has struck its first major mobile video deal – a long-term agreement with Hutchison-owned 3 that will see live streaming of some of its flagship programmes.
Beginning with the present series of I'm a Celebrity, Get Me Out of Here, subscribers to the 3 service will have access to live 24-hour coverage of events in the reality show's Australian jungle setting.
Coronation Street and Emmerdale, ITV1's leading soap operas, are also being primed for inclusion, allowing fans who happen to be away from home at the time of broadcast to tune in via their mobiles.
ITV is currently reviewing plans for making other programmes available in the same way, with the company expected to accelerate its mobile strategy next year.
The deal struck with 3 means that the mobile network's 3.2 million UK subscribers will instantly have ITV content presented to them when accessing its video menu. Those wishing to tune into ITV programmes in this way will be charged 75p per minute.
The arrangement with 3 is a one-year contract but it is non-exclusive and the broadcaster is also making shows available in the same way via its own ITV Mobile portal, available via other networks operators.
As far as ITV chief executive Charles Allen is concerned, however, the 3 deal is a significant step forwards. He said: "This agreement with 3, the first deal we have signed of its type, allows us to talk directly to the company's 3.2 million customers, and generates revenues from 3G-enhanced extras like streamed video and clips."
Allen said the company was committed to delivering more of its content to viewers on their mobiles and online, although like terrestrial competitors Channel 4 and Five, it is still restricted in the programmes it can make available in this way.
All three broadcasters are anxiously awaiting a review from UK media regulator Ofcom that will decide the extent to which they have rights to exploit programmes produced for them by external suppliers.
The issue is also key to mobile network operators such as 3, which are desperate for the kind of content that will drive consumer take-up and help them recoup the billions of pounds they have invested in third-generation licences.
"ITV and 3 share the belief that TV will be a major driver of growth in 3G usage," said 3 UK chief executive Bob Fuller. "The mobile phone is a natural extension of the television set and provides broadcasters with the potential to extend their terrestrial audiences and reach viewers on the move. The mobile will never replace traditional television but it will enhance it."
http://www.c21media.net/news/detail.asp?area=4&article=27678
The UK's biggest commercial broadcaster, ITV, has struck its first major mobile video deal – a long-term agreement with Hutchison-owned 3 that will see live streaming of some of its flagship programmes.
Beginning with the present series of I'm a Celebrity, Get Me Out of Here, subscribers to the 3 service will have access to live 24-hour coverage of events in the reality show's Australian jungle setting.
Coronation Street and Emmerdale, ITV1's leading soap operas, are also being primed for inclusion, allowing fans who happen to be away from home at the time of broadcast to tune in via their mobiles.
ITV is currently reviewing plans for making other programmes available in the same way, with the company expected to accelerate its mobile strategy next year.
The deal struck with 3 means that the mobile network's 3.2 million UK subscribers will instantly have ITV content presented to them when accessing its video menu. Those wishing to tune into ITV programmes in this way will be charged 75p per minute.
The arrangement with 3 is a one-year contract but it is non-exclusive and the broadcaster is also making shows available in the same way via its own ITV Mobile portal, available via other networks operators.
As far as ITV chief executive Charles Allen is concerned, however, the 3 deal is a significant step forwards. He said: "This agreement with 3, the first deal we have signed of its type, allows us to talk directly to the company's 3.2 million customers, and generates revenues from 3G-enhanced extras like streamed video and clips."
Allen said the company was committed to delivering more of its content to viewers on their mobiles and online, although like terrestrial competitors Channel 4 and Five, it is still restricted in the programmes it can make available in this way.
All three broadcasters are anxiously awaiting a review from UK media regulator Ofcom that will decide the extent to which they have rights to exploit programmes produced for them by external suppliers.
The issue is also key to mobile network operators such as 3, which are desperate for the kind of content that will drive consumer take-up and help them recoup the billions of pounds they have invested in third-generation licences.
"ITV and 3 share the belief that TV will be a major driver of growth in 3G usage," said 3 UK chief executive Bob Fuller. "The mobile phone is a natural extension of the television set and provides broadcasters with the potential to extend their terrestrial audiences and reach viewers on the move. The mobile will never replace traditional television but it will enhance it."
http://www.c21media.net/news/detail.asp?area=4&article=27678