ITV could be bringing a catch-up TV app to smartphone platforms including BlackBerry, Android and the iPhone, according to an industry insider cited by the Telegraph.
If ITV manages to secure a deal that would allow mobile users to watch previously broadcast shows on the move it will have outpaced both the BBC and Channel 4.
iPlayer and 4 On Demand are available as in-browser services on smartphones, but ITV could become the first firm to get its own dedicated catch-up app.
A September launch date for the app is allegedly on the cards, provided that ITV can complete its negotiations with the various smartphone firms.
"ITV is trying to get its content onto every platform and having ITV Player, its 30-day catch up service, available on the key smartphone devices, is an incredibly important part of the broadcaster's digital strategy," an unnamed TV executive revealed.
The source also said that the app would require a payment for the initial download, but no further charges or subscription would be required.
"Viewers are consuming content on a range of platforms to suit their lifestyles so we want to make our content available when and where consumers want to watch it. We are considering options for this as part of our ongoing strategic review," said an ITV spokesperson.
None of the smartphone manufacturers have passed comment on this story so far.
ITV is launching its TV streaming iPhone app today to coincide with the first match of the 2010 World Cup and the app will bring all of the games to which the broadcaster has rights onto the screens of mobiles around the UK.