O2 will premiere 10 shows from UK broadcaster Channel 4 as part of a new partnership.
The operator’s O2 Priority customers will have access to the content two days before anyone else as part of a deal that sees it sponsor Channel 4’s new digital channel.
All4, which launches next week, is the broadcaster’s new “digital hub” designed to showcase all the company’s linear channels, digital content and other online services.
Priority customers click through from the All4 app to a tailor-made area that hosts shows such as Peep Show, Fresh Meat and Made In Chelsea.
The news comes just 48 hours after O2 parent Telefónica concluded a deal to sell the company to Hutchison Whampoa, owner of rival Three.
Nina Bibby, Marketing and Consumer Director at O2 said: “We are delighted to be partnering with Channel 4, a brand that represents many of the same values as O2, and most importantly, resonates well with many of our customers.
“We are always looking for new ways to offer customers relevant, tailored offers through Priority based on their individual preferences.
“This partnership provides more choice and means that there should be something which is relevant to each and every one of our 24 million customers.”
Last week, O2 rival EE launched a film offering in partnership with video-on-demand streaming service Wuaki.tv.
Vodafone offers Sky Sports to customers subscribing to its 4G tariff.
Yesterday, BT re-entered the UK mobile market, offering SIM only tariffs that include access to its sports channels.
David Amodio, Digital and Creative Leader at Channel 4 said: “This collaboration with O2 is the most exciting digital partnership in Channel 4’s history.
"It was crucial to launch All 4 with the right brand – and as All 4 makes all Channel 4 content, whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner.