New Media Age (reg. req.) reports that British commercial broadcaster ITV is gearing up to develop social networking offers that combine Internet and mobile, paving the way for ITV viewers to interact around popular programs (such as Coronation Street, Emmerdale and Dancing on Ice). Melissa Goodwin, head of ITV mobile is quoted as saying the service will include blogging, chats, message boards, video and pictures. “We’ll get people involved online initially and then across other platforms.” The service will likely begin by registering users online and on mobile until ITV finds a supplier that can provide social networking across both platforms. The goal is to “make it an integrated process by the end of the year.” ITV also announced plans to expand its Friends Reunited service to mobile.