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3G customers on the two networks will be able to watch live coverage 24 hours a day, as part of ITV's biggest mobile content drive to date.

Services will include edited highlights and interviews with celebrities on the show, set to include the likes of ex-Atomic Kitten star Jenny Frost, former Blue singer Anthony Costa, and Food and Drink presenter Jilly Goolden.

ITV's mobile line-up, run by the Mobile Interactive Group (MIG), will include exclusive content for phones, including a daily diary by presenter Tara Palmer-Tomkinson Fans will also be able to send mobile video messages to the contestants, which are due to be used as a feature of the TV show, in a bid to increase interactivity.

Jane Marshall, commercial development director at ITV Consumer said: "Our new services are about putting the viewer first, making it as easy as possible for them to interact in whichever way they choose, be it through their mobile, the internet or their red button."

ITV's coverage will also include voting via mobile and the digital satellite red button and interactive TV news updates, as well as the launch of an online game, the Bug Chucker Trial, which like the show itself will be sponsored by First Choice Holidays.

MIG, which has previously launched mobile content for ITV shows, including The X Factor, is also spearheading the broadcaster's attempts to increase revenues beyond spot advertising from mobile.

Advertisers including DIY giant MFI have signed up for pre-Christmas campaigns via the ITV mobile portal that will enable clients to offer price reductions and product sampling through a downloadable barcode.