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The app only covers programming that ITV has the online rights to and will exclude shows such as some US imports.

Viewers will see the same ad breaks as on the regular TV broadcast and a spokesman for ITV said, at least initially, there will not be an extra charge for the impacts delivered by the iPhone.

The app will be monetised with pre-roll advertising and clickable horizontal banners, and ITV has sold the first three months' inventory exclusively to WPP media agencies Mediacom and M4C.

After this deal finishes, ITV will review the possibility of charging for the additional normal ad break impacts, according to a spokesman.

Football fans will be able to watch live games broadcast on ITV1 and ITV4 as well as access tournament schedule information provided by Red Bee Media's broadcast data services.

The free application, developed with Red Bee Media, will be accessible via the iPhone's web browser and can be displayed as an ITV brand icon on the iPhone desktop.

Ben McOwen Wilson, outgoing director of online and interactive at ITV, said: "Our aim at ITV is to make our content available when and where our viewers want to watch it.

"As the only UK broadcaster to screen the World Cup on mobile, this application offers advertisers a dynamic way to interact with viewers and puts ITV at the forefront of mobile VOD."

The application will be accessible via the iPhone web browser at www.itv.com/watchITV/iphone from 11 June.

McOwen Wilson is to leave the broadcaster this summer and Fru Hazlitt, the former chief executive of GCap Media, is to on 2 August, as .