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ITV has confirmed plans to launch catch-up TV service ITV Player on mobile devices, starting with Android handsets and the iPhone.
Alongside ITV's result statement today for the first quarter of 2011, ITV chief executive Adam Crozier outlined the broadcaster's plans for this year in line with his transformation strategy.
Crozier announced that a dedicated ITV Player application would be released on a "wide range of mobiles and tablets" this year, starting with smartphones running Google Android "within the next few weeks". That will be followed by an app for Apple's iPhone in the third quarter of 2011.
The ITV Player apps, which will presumably be funded by advertising, are part of ITV's strategy to expand on to a wide variety of digital platforms and unlock more revenue streams beyond traditional TV advertising.
"The continuing volatility in the TV advertising market underlines the need for us to keep firmly focused on our five year Transformation Plan," said Crozier.
"While we are still in the early stages, the foundations are now being put in place for a more balanced, creatively dynamic and robust business."
He added: "We continued to develop our multiplatform strategy - online performance and distribution improved, with long form video views up 67% to 45m [in the first quarter] and total video views rising by 45% to around 72m.
"We've been investing in making ITV Player more robust and easier to use, and we're making it available on a wide range of mobiles and tablets starting with Android smartphones within the next few weeks and on the iPhone in Q3."
ITV also presumably has plans to eventually launch ITV Player on the iPad, after Channel 4 recently joined the BBC and Sky in offering its 4oD catch-up service on the tablet computer.
Alongside ITV's result statement today for the first quarter of 2011, ITV chief executive Adam Crozier outlined the broadcaster's plans for this year in line with his transformation strategy.
Crozier announced that a dedicated ITV Player application would be released on a "wide range of mobiles and tablets" this year, starting with smartphones running Google Android "within the next few weeks". That will be followed by an app for Apple's iPhone in the third quarter of 2011.
The ITV Player apps, which will presumably be funded by advertising, are part of ITV's strategy to expand on to a wide variety of digital platforms and unlock more revenue streams beyond traditional TV advertising.
"The continuing volatility in the TV advertising market underlines the need for us to keep firmly focused on our five year Transformation Plan," said Crozier.
"While we are still in the early stages, the foundations are now being put in place for a more balanced, creatively dynamic and robust business."
He added: "We continued to develop our multiplatform strategy - online performance and distribution improved, with long form video views up 67% to 45m [in the first quarter] and total video views rising by 45% to around 72m.
"We've been investing in making ITV Player more robust and easier to use, and we're making it available on a wide range of mobiles and tablets starting with Android smartphones within the next few weeks and on the iPhone in Q3."
ITV also presumably has plans to eventually launch ITV Player on the iPad, after Channel 4 recently joined the BBC and Sky in offering its 4oD catch-up service on the tablet computer.
