The television channel initially will be available to 3’s customers for a six-month period, while the service is developed. However, the advertising breaks will not be available for viewing until early next year.

3 customers may be charged to watch ITV1, with revenues shared between the phone company and the broadcaster, although there is limited evidence that many people are willing to view on the very small screen.

Mobile operators so far have been coy to reveal much information on how many people watch video via the phone, suggesting that the audience levels generated are not yet commercially valuable.

ITV, which has very little American content, has one advantage over its key rival Channel 4, which has more content from the United States. Programmes made in Britain are acquired with permission to transmit via new media, but American studios have not yet cleared these rights.

Channel 4 became the first free-to-air broadcaster to transmit live on the internet in June, but there are gaps in the transmission when American programmes are on the channel. It does show advertisements online, although currently it does not charge for them.

ITV plans to reach accords with other mobile phone operators after 3’s exclusivity period comes to an end.

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