The network operator has an agreement with ITV that enables it to simulcast ITV1 and ITV Play gaming channels to its UK mobile customers.
Both ITV channels are currently simulcast to mobile users without ads due to an unresolved legal issue over whether broadcasters need separate rights to run TV ads over digital channels.
Once this is resolved, 3 is considering selling its own ads in breaks between ITV1 shows; this means that its UK mobile customers could end up seeing different ITV1 commercials to those being shown on TV.
Graeme Oxby, 3 UK's outgoing marketing director, said the firm may seek to partner with UK broadcasters to sell mobile-only spots during streamed coverage. 'We own the access to those eyeballs so conversations will need to take place,' he said.
A spokesman for 3 UK insisted the company has no immediate plans to start selling mobile ads during simulcasts of ITV1. However, the strategy is believed to be under consideration.
Last week 3 UK made its first foray into advertiser-funded mobile content following a deal with Refresh Mobile.
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