ITV iPhone app offers live World Cup streaming via 3G

ITV's World Cup coverage streamed live to Apple iPhones

ITV app ensures you wont miss a kick from South Africa so long as the game isn't on the Beeb

ITV has announced its new simulcast iPhone app that will stream live content from its main channels, including its coverage of the upcoming 2010 Fifa World Cup , direct to your pocket-sized Apple smartphone.

The free-to-download app, which is fully funded by pre-roll advertising and click-through banner ads, will go live just in time for the start of the world’s biggest sporting event on June 11th.

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Through a partnership with new media operator Red Bee Media, the company responsible for Five’s on-demand services, a live simulcast of ITV1 and ITV2 content will be available on the iPhone via Wi-Fi and 3G connections.

The app, which will also allow users to browse ITV’s channel listings, will begin by streaming live coverage from the World Cup’s opening match between South Africa and Mexico on Friday June 11th at 3pm, followed by England’s opening game against the USA the following day.

Talking on the new iPhone app, ITV’s director of online and interactive, Ben McOwen Wilson said: "Our aim at ITV is to make our content available when and where our viewers want to watch it.

"The ITV web app will enable iPhone users to find and watch their favourite ITV content, on the go and with this year's World Cup fast approaching, iPhone football fans now have a new way to watch the latest action.”