Put 3 and 3 together and what you do you get? ITV programmes on your Three phone, that's what.
If you're on Three you won't need to switch to channel 3 to catch up on The Only Way is Essex, X Factor, Coronation Street and other ITV shows. The 3G phone network has signed a deal for customers to get on-demand ITV programmes on their phones.
You'll be able to watch the latest episodes of your favourite programmes, catch-up style, and older episodes from the vaults. Even better, you'll be able to pause, rewind, fast forward and repeat each programme.
The programmmes will be available through Three's tv:ondemand service, which costs £5 per month. It's powered by VOD company On Demand Group and also offers telly from Disney, HBO and Nickelodeon, including Grey's Anatomy, Six Feet Under and SpongeBob SquarePants.
ITV is, although that'll only be for bonus content like webisodes and other bits and pieces. ITV says it won't charge you to catch up on aired episodes.
What are your favourite ITV shows? And are you keen on watching TV on your phone, or is the screen just too small to contain the full charms of vajazzling? Tell us your thoughts down in the comments or on our Facebook page.