The service is free but includes revenue generating elements such as ringtones and wallpapers. It will not be free to users on the 3 mobile network, who have to pay to access off-portal sites.
What's on TV, which launched in 1991, has never had a website so it is the brand's first foray into new media.
Pitched at the budget end of the market at 40p, it is the top-selling TV title with a circulation in the second half of last year of 1,502,977, down 10.2% on the first half. It is expected to record a circulation increase in the next set of circulation figures, out this Thursday.
Miles Ross, IPC's head of mobile, said: "There's a lot of excitement surrounding digital innovations in TV right now, such as mobile TV and TV via the internet. Combined with the massive growth in mobile use, this makes it the perfect time for What's on TV, the UK's favourite weekly, to launch What's on TV mobile."
The technical partners for What's on TV mobile are Filmnight Digital and TV Genius.
Filmnight Digital is responsible for the end user design, creation, and hosting of the mobile service, incorporating up-to-date listing and search information from TV Genius, a TV search engine and mobile specialist. What's on TV has licensed the search engine from TV Genius. Listings content is supplied by PA Entertainment.
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