ITV has launched a simulcast streaming service of ITV1 and ITV2 for the iPhone. The free, ad-funded web app, accessed via the web browser at www.itv.com/watchITV/iphone, will stream all ITV's content â€“ for which they have the appropriate mobile rights from ITV1 and ITV2, via 3G and WiFi technology, and can be displayed as an ITV brand icon on the iPhone desktop. The ITV web app goes live on 11 June, 2010, in time for the kick off of the 2010 FIFA World Cup.
In addition to ongoing streaming of ITV1 and ITV2 on iPhone, the ITV web app, will allow football fans to watch matches from this year's World Cup on the move. All the games to be broadcast on ITV1, and further matches to be broadcast on ITV4, will be available to view via iPhone.
Developed with Red Bee Media, the ITV web app will be monetised through pre-roll advertising as well as by clickable horizontal banners.
Ben McOwen Wilson, the outgoing Director of Online and Interactive at ITV (see below), suggested that with ITV being the only UK broadcaster to screen the World Cup on mobile, the application offered advertisers a dynamic way to interact with viewers and put ITV at the forefront of mobile VOD.
ITV confirmed that in the coming weeks it would be considering options for optimising the ITV web app for the iPad.