i.TV (pronounced i-dot-TV), a company that develops innovative media guidance services, announced today the launch of a movie and TV guide service for the iPhone and iPod touch. i.TV is a free download for the iPhone and iPod touch, and is available exclusively in the US and Canada from the iTunes App Store.

“i.TV makes it easy to discover television and movie programming options, share entertainment information with friends, and access media anywhere you can take an iPhone or iPod touch,” said Brad Pelo, i.TV’s founder and chief executive officer. “When Apple announced that it would allow third parties to develop applications for the iPhone and iPod touch, we saw an opportunity to leverage the powerful capabilities of Apple’s devices to create a new kind of media discovery utility. In order to make such a tool viable, we forged a strategic partnership with TV Guide because we knew they could provide our users with the best and most comprehensive media guidance information. We are confident those who use i.TV will be pleased with the result.”

Users of i.TV benefit from relevant and up-to-date TV and movie listings based on their current location. Users can also customize their profile settings for even more accurate listings, while the service provides rich background information for most programs, including celebrity photos, biographies, show synopses, ratings, and reviews. Advanced sort options make it easy to organize television listings in categories, while built-in filtering capabilities exclude unnecessary information from the respective listings. Community-focused features add to the usefulness of this app, enabling users to discover programming and socialize around entertainment.

But what is probably the most important feature of i.TV is its ability to stream content directly to the iPhone or iPod touch. Naturally, device owners must have at least firmware 2.0 installed.

You may download i.TV via the iTunes App Store here.