ITV is to run commercials around exclusive mobile TV footage of reality show Love Island.

Available free to users of Love Island's broadband and mobile service, the video service will contain ads from brands including T-Mobile, Aquafresh, EA Games, Muller, Mercury Records and Direct Line.

ITV Sales has signed Mediacom as media partner to bring in new advertisers in what marks the broadcaster's latest attempt to cash in on digital content.

In order to attract users, ITV has sent a dedicated mobile production team to Fiji to film exclusive footage for the service - offering content unavailable on the TV show.

"We are aware that the future of broadcast is increasingly moving away from the set in the corner of the living room," said Rhys McLachlan, the head of broadcast implementation at Mediacom.

"This is an innovative opportunity for our clients to experiment in the new broadcast space ITV's biggest summer property."

Chocolate brand Bounty is the broadcast sponsor of Love Island.

In May, Channel 4 announced it would run ads on its Big Brother "catch-up" online video for the first time. The service, which allows viewers to see up to four minutes of highlights footage from the show each day, featured ads from companies including Warner Bros and the Australian Tourist Board.

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