ITV's mobile portal launches with X Factor clips

LONDON – Fans of the 'X Factor' will be able to watch memorable clips, such as Simon Cowell being doused in water, on the move thanks to a mobile deal between FremantleMedia Licensing Worldwide and ITV.

As well as video clips, users can choose to receive news and gossip from the show via SMS and MMS alerts, ringtone and wallpaper downloads as well as competitions, games and quizzes.

The 'X Factor' will be the first programme to launch on ITV's mobile portal.

Jane Marshall, ITV Consumer commercial development director, said: "The 'X Factor' is producing some of the best entertainment on TV right now and we're therefore pleased to be launching our portal with it."

The televised talent search has achieved record viewing figures for ITV in its latest run, peaking at 10.1m viewers last Saturday.

Dom Wheeler, vice-president of licensing at Freemantlemedia Liecensing Worldwide, added: "We are always looking at innovative ways to translate our brands into the multimedia space and mobile is a very important medium for us.

"By providing top-quality programme clips and exclusive footage from 'X Factor' direct to mobile phones, our fans will be able to continue enjoying and experiencing the highs and lows of the show whenever and wherever they like."

ITV announced earlier this month it was to launch a mobile phone service that allows Wap-enabled mobile users to watch clips of popular shows including 'I'm a Celebrity... Get Me Out of Here!' and 'Coronation Street'.

Customers can also get the latest ITV soap and drama news, celebrity gossip as well as sign up to games, ringtones and wallpaper to customise their phones.

The second phase, planned for January 2006, will include unique video content.

ITV is launching a widespread marketing campaign later this autumn to promote the service.

In addition, ITV is trialling a broadband service in the coming weeks offering viewers in Brighton and Hastings local news, weather, community activities, travel and ITV entertainment content on the internet. It will also offer advertising for local businesses and classified ads.

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