UK's ITV and 3 announce 3G mobile content partnership

MUMBAI: UK's commercial broadcaster ITV and 3, the UK-based mobile media company, have announced a far reaching output deal that delivers Britain's most popular shows to mobile.

The partnership will mean content from ITV's biggest programme properties is made available to every 3 customer, beginning with the latest series of "I'm A CelebrityGet Me Out Of Here!"

The content partnership, which will initially last for one year, enables 3's growing 3G enabled customer base to watch live TV, as well as clips and highlights from ITV's hit shows. Alongside I'm A Celebrity, this will include Emmerdale, Coronation Street and other high-profile regular shows and one-off specials in 2006, states an official release.

The ITV content will be designed specifically for the mobile platform and will include highlights and behind the scenes footage. 3G handset owners - including 3's 3.2 million customers - will be able to watch I'm A Celebrity's Bush Tucker trials on the handset before they air on terrestrial television, the release adds.

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