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ITV slams Android fragmentation as it signs exclusive deal with Samsung

No ITV Player for Sony, HTC
Thu May 09 2013, 12:15
Samsung Galaxy S4 with ITV Player app

KOREAN PHONE MAKER Samsung announced on Thursday that it has signed an exclusive deal with UK broadcaster ITV that will see the ITV Player app coming to its Android devices.

Unlike BBC iPlayer and 4OD, ITV Player has not been made available for the Android operating system, something the broadcaster blames on the "fragmentation" of Google's mobile operating system. However, Samsung revealed on Thursday that its Android devices, including the Samsung Galaxy S4 and Galaxy Note 2, will get exclusive access to the app thanks to a partnership between the two firms.

ITV seemingly has reworked its app to work on Samsung's Android devices, with the firm boasting that it dynamically scales to a range of screen sizes, has improved playback and is supported over 3G and 4G. It also supports Android versions 2.3 through 4.2, despite ITV having slammed the mobile operating system's alleged "fragmentation".

James Micklethwait, online product director at ITV explained why the firm's Player app is not yet available for all Android devices, again citing its "fragmentation". He said, "We are very excited to have launched the new ITV Player app on Samsung devices.

"The fragmentation of the Android ecosystem is well known. Therefore, as a commercial broadcaster, it makes sense for us to partner with the leading manufacturer of Android devices to further increase our technical knowledge of the operating system.

However, he did add that the firm does have plans to launch the app "onto other Android devices in the future."

ITV Player is available to download from Google Play for free, and will be available for Samsung smartphone owners until 31 August. µ


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