The deal between ITV and 3 was announced last month and means shows will be aired on handsets at the same time as on television.
ITV1 and ITV Play are available to the mobile phone network’s 3.7 million customers for a £5 monthly charge in addition to their usual bill. However, some films will be excluded from the mobile phone broadcasts due to rights issues.
ITV1 and ITV Play can also be bought by 3 users for a daily rate of 99p and 49p respectively.
Adverts won’t be shown on the mobile phone versions of ITV1 and ITV Play and the breaks will be filled with trailers for upcoming shows.
ITV consumer chief Jeff Henry said: ‘Now viewers can have their favourite channel with them 24 hours a day. When they want it, where they want it.’