MUMBAI: Mobile Interactive Group (MIG), the global multimedia mobile services specialist, announced a unique technical partnership to provide Europes largest broadcaster, ITV, with a full range of mobile interactive services on a preferred supplier basis across the UK and Ireland.

Mobile Interactive Group managing director Barry Houlihan said, "ITVs complete range of mobile services will be delivered and billed using MIGs purpose built premium SMS delivery platform. Voting for event led entertainment shows such as I'm a Celebrity Get Me Out of Here will be handled by MIGs industry leading, high volume SMS voting application Votewinner."

A full range of strategic services will also be provided, including consultancy on emerging mobile applications relevant for TV and production support to the development of new mobile concepts. This will enable ITV to target its viewers with pioneering mobile video and 3G applications. ITV will also be able to service its commercial partners wishing to develop mobile based revenue opportunities.

The partnership demonstrates a major commitment by ITV to making mobile a key interactive revenue stream, enabling ITV to capitalise on its leading position in interactive entertainment and further build on the huge success of shows like This Morning and I'm a Celebrity Get Me Out of Here.

MIGs purpose built technology has a proven pedigree, having delivered mass interactive mobile services for broadcasters and production companies in both Europe and Asia.

"ITV is emerging as a leader in participation based broadcasting. The partnership with MIG is testament to its commitment to delivering compelling programming which pushes the boundaries of audience participation through mobile interactivity," Houlihan said.

"MIG has worked with broadcasters from across the globe to deliver interactive mobile services and welcomes the opportunity to deliver some mobile technology firsts with ITV during the coming months," he added.

ITV Interactive head Jane Marshall said, "ITV will benefit from MIGs worldwide expertise to facilitate the launch of new mobile revenue streams and build on its previous successes in this space. With MIGs combined people, technology and approach, we are currently developing mobile services which will enable our viewers to interact like never before with our award winning roster of entertainment programmes."