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ITV is to become the first terrestrial TV channel to broadcast live on mobile network 3, allowing popular shows to be viewed on mobile phones at the same time as they air on television.

This "simulcast service" means that 3’s 3.7 million customers will be able to watch ITV 1 and ITV Play on their mobile phones, with a daily charge for each channel viewed, or a month’s unlimited viewing.

ITV 1 and ITV Play, ITV’s participation channel, will be the first channels to launch on the service on 4th September, which will be available to over 89 per cent of the UK population.

Over summer, 3 broadcast World Cup coverage, boasting four million viewings on 3 mobiles over a four week period. ITV has an existing partnership with 3 to make TV clips of popular shows including Coronation Street and I’m a celebrity Get me Out of Here available to download.

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