ITV to stream live channels to mobile

Embattled ITV has become the first of the UK's incumbent terrestrial broadcasters to simulcast its channels to mobile handsets.

The live streaming of ITV channels comes almost six months after the company launched a dedicated 'off deck' mobile WAP portal. While ITV's terrestrial competitors - the BBC, Channel 4 and Channel 5 - have all launched mobile services, they have so far stopped short of simulcasting their channels.

ITV, through its ITV Consumer division, is investing heavily in emerging platforms like mobile and broadband in the face of declining audiences and advertising revenue, brought about by changing viewing habits in the multichannel age.

Charles Allen, who is expected to step down tomorrow as ITV chief executive due to perceived poor company performance, said: "Today is a real milestone in the development of TV on the go and with ITV’s new broadband channel coming soon, viewers will be able to access [our] content wherever, whenever, and however they choose.”

Bob Fuller, chief executive of 3 said: “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.”