3 has struck a deal with ITV to deliver ITV content to its customers mobile phones. An initial one-year deal will offer 3 customers access to ITV shows including Im A CelebrityGet Me Out Of Here!, Emmerdale,  and Coronation Street, as well as other “high-profile” regular shows and one-off specials in 2006.
The ITV content will be designed specifically for the mobile platform and will include highlights and behind the scenes footage. 3s customers will be able to watch Im A Celebrity.. Bush Tucker trials on the handset before they air on terrestrial television. 
Says ITV CEO Charles Allen:
“ITV is the home of some of the biggest entertainment programmes on TV, with millions tuning in to see the latest series of Im A Celebrity… following on from the great success of X Factor. With big entertainment showspeople increasingly want to get the latest gossip and content between shows. So we are delivering more of our quality content to viewers on their mobiles and online, supporting our programmes, and allowing viewers to access the latest content wherever and however they want it. 
This agreement with 3, the first deal we have signed of its type, allows us to talk directly to the companys 3.2 million customers, and generate revenues from 3G-enhanced extras like streamed video and clips.”