ITV starts broadcasting live to mobile phones

Despite the fact that ITV as a company has been on the ropes in recent weeks for its poor programme ratings and financial performance (still heavily dependent ITV1 airtime sales that took a hit during the World Cup), ITV has beaten other broadcasters to launch the first simulcast of its entire programming output via mobile phones. For the time being, the ad breaks will not be included depriving ITV of any incremental revenue.

Although viewing moving pictures on a mobile handset has its limitations, not to mention listening through an earphone, ITV's first-move should help prove how well television programming via mobile is received by consumers. Compared to cinematic films, television programmes are shot for a 4:3 ratio, are more heavily reliant on the script and most viewers are familiar with their content, e.g. can instantly recognise a character in a soap.

Consequently, viewing television on a mobile phone will provide a much better user than watching a feature film (shot for the big screen) on an MP3 player or iPod.

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