3 UK customers will soon be able to watch the latest ITV shows on their smartphones following a deal between ITV and video-on-demand aggregator, On Demand Group (ODG). The content will be available to 3’s mobile Subscription Video-on-Demand (SVOD) and Catch-Up service users.

Under the terms of the deal, 3’s customers will be able to watch a selection of the latest catch-up and archive content from ITV, including X-Factor, Coronation Street, Im a Celebrity…Get Me Out of Here! and Secret Diary of a Call Girl. Subscribers will have the option to watch the content on their mobile whenever they choose, with full control to pause, rewind, fast forward and repeat each show. 

“This is great news for our customers,” says Neil Andrews, head of media sales and content services at 3 UK. “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.”

ODG manage the on-demand businesses of a growing roster of service providers, including Virgin Media in the UK, SFR Neuf in France, OTE in Greece, TTNET in Turkey and du in Dubai, among others. The firm’s On Demand Deutschland joint venture specializes in services to German-speaking countries, and currently supports Telekom Austria, Unity Media and KabelBW, among others. ODG produces and processes movies, programmes and promotions in English, French, German, Greek, Italian, Serbian, Slovenian, Spanish, Turkish, and Arabic.