3 has announced a deal with ITV to offer flagship entertainment channel ITV1 and gaming channel ITV Play via mobile TV.
The deal will enable 3's 3.5m punters to endure top ITV shows like Love Island, Celebrity Wrestling, and swiftly-dumped Pip Scofield-fronted musical tosh It's Now or Never on the move.
3 has scored the rights to ITV for 6 months, beginning this Autumn.
ITV boss Charles Allen pitched in: "We are delighted that we are teaming up with 3 to be the first terrestrial broadcaster in the UK to launch this kind of service. This...makes the ambition of fully streamed mobile TV a reality."
Allen will have plenty of time on his hands to enjoy the Coronation Street omnibus on a two inch screen: it's widely expected he will hand his resignation to the ITV board this evening.®