ITV and mobile network 3 have announced an exclusive deal to stream ITVs flagship channel, ITV1, to 3s customers in the UK. The deal will enable the mobile networks 3.5 million customers to watch ITV1 and ITV Play ITVs participation channel live on their mobile phone. ITV has granted an exclusive 3G mobile licence to 3 for six months, starting in the autumn. Full details of the channel packages will be announced nearer the time of launch.
As well as delivering the UKs first live streamed terrestrial mobile
channels, the service will also become the largest  of its kind in the
UK, with coverage of more than 89% of the UK population. 3 was the first UK operator to bring TV content to mobile, the first to stream live TV, the first to stream a live music gig to mobile, and the first operator to launch its own made-for-mobile TV channels. 3s customers can already access ITV content on their phones, but the current content is made-for-mobile rather than a facsimile of whats available via regular TV.
3 says that evidence from current Mobile TV services indicates that Mobile TV viewing is complementary to traditional viewing, with many people catching up while travelling, or when they are not near a TV, creating a unique broadcast television experience on the move.
We are delighted that we are teaming up with 3 to be the first terrestrial broadcaster in the UK to launch this kind of service, says ITV Chief Executive Charles Allen. This is a bold new service from ITV and 3 which makes the ambition of fully streamed mobile TV a reality. Today is a real milestone in the development of TV on the go.
For 3, Chief Executive Bob Fuller adds: 
This partnership with ITV is a natural next step for 3 as we continue to build a complete mobile platform that meets all of our customers communication and entertainment needs on the move.  It offers the first true mainstream experience of mobile television and adds a new dimension to the traditional way our customers watch television.  3 and ITV have demonstrated clearly how an innovative approach to television can create new services and commercial models, which is an exciting prospect for broadcasters, advertisers and audiences.

3 Ties Up with ITV. Read.