UK’s ITV To Launch Mobile Division; To Offer Mobisodes, Among Others

UK’s broadcaster ITV, which is doing a ctahcup game to BBC and Sky in the digital arena, is launching its mobile brand today, called ITV Mobile, and will offer news, sports, weather, video clips of its shows and original mobisodes to UK users. It plans highlights and special episodes of its top-rating programmes including This Morning, I’m a Celebrity and Coronation Street. These could include parallel storylines that link TV episodes of the show.
From next year, the broadcaster will also start to commission programmes specifically to be viewed on mobile devices. It will charge up to

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