A terrestrial TV channel will broadcast all its programmes direct to mobile phones from this week.
The deal between ITV and network operator 3 means primetime shows will be aired on handsets at the same time as television.
Adverts will not be shown on the mobile phone versions of ITV1 and ITV Play.
Instead the breaks will be filled with trailers for upcoming shows, a spokesman for 3 said.
The two channels are available to the mobile phone network's 3.7 million customers for a £5 monthly charge in addition to their usual tariffs.
ITV1 and ITV Play may also be bought by 3 users for a daily rate of 99p and 49p respectively.
ITV Consumer chief executive officer Jeff Henry said: "Now viewers can have their favourite channel with them 24 hours a day. When they want it, where they want it."
The "simulcast service" launches tomorrow. It is exclusive to 3 for the initial six months.
A few films will be excluded from the mobile phone broadcasts due to rights issues, the 3 spokesman added.Reuse content