The UK's biggest commercial broadcaster is planning to extend its ITV.com video-on-demand service onto mobile after it launches on the web in the next few weeks.
It is understood the mobile offering will also allow viewers to access any ITV show broadcast within the previous 30 days, as well as an archive comprising 20,000 hours of programming. 'We're making ITV.com available via all mobile networks as part of our multi-channel strategy,' said Jeff Henry, chief executive of ITV's consumer division.
ITV programmes viewed as live simulcasts will run with the same ads as the broadcaster's TV channels. Advertisers will also be able to exploit clickable video opportunities to direct viewers to branded mobile sites, pre-roll spots airing before content and bespoke ads around non-live clips (Marketing, 9 May).
Earlier this month, ITV said that ad revenue for its main channel ITV1 is predicted to fall 9.6% in the first half of this year.