UK broadcaster ITV said Wednesday that it has appointed Melissa Goodwin to head up the company’s mobile operations.

As chief of the mobile division, Goodwin will lead ITV’s mobile strategy with a focus on mobile TV, user generated content and mobile advertising.

Last month, ITV and 3G mobile operator 3 UK joined forces in an exclusive deal to stream TV content to mobile handsets in the UK.

The deal will enable the 3.5 million customers on 3 to watch ITV’s flagship channel, ITV1 and ITV Play – ITV’s participation channel – live on their mobile phone.

Available from this autumn, ITV claims the service will be the UK’s first live streamed terrestrial mobile channel, reaching more than 89 per cent of the UK population.

Under the partnership, ITV has granted an exclusive 3G mobile licence to 3 for six months.