LONDON: The UK's biggest commercial broadcaster ITV has launched its mobile television service, the result of a deal with cellphone network operator 3.
The new service allows primetime shows to be aired on handsets at the same time as they appear on flagship channel ITV1 and digital channel ITV Play.
However, commercial breaks on the cellphone broadcasts will be filled with trailers for upcoming shows until a legal dispute over rights to run TV ads on digital media is resolved.
The Institute of Practitioners in Advertising will be inviting all parties to a meeting later this month in an attempt to break the impasse.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff