Europe : Orange announced the launch of the UK’s first TV-on-the-mobile service – Orange TV – allowing customers to watch news, sport and entertainment programmes on their phone.

Running over Orange’s high-speed 3G network, the service – which will be available from next week – has an initial line-up of 9 channels including ITN News, CNN, Cartoon Network and extreme sports. Special Big Brother and Celebrity Love Island channels have also been developed. All of the channels will be streamed over the Orange 3G network and are available through the new Orange TV section on Orange World. Customers need to be in 3G coverage to use the service.

Orange TV will initially be available on the Nokia 6680 from Orange, with further handsets to follow throughout the year. Customers simply download the TV application for free from Orange World, then pay a subscription of £10 per month to watch the channels.

Alexis Dormandy, Chief Marketing Officer for Orange, said: “Our customers will be the first in the UK to watch TV on their mobiles, be that CNN or 24 hour coverage of the Big Brother house. This signals the start of a huge new opportunity for our customers, broadcasters, handset manufacturers and production companies.”

“We’ve partnered with some of the most respected broadcasters in the industry to ensure we offer a compelling and diverse selection of launch channels that match our equally diverse customer base. We’re talking to broadcasters about new, exciting content and we’re looking forward to adding more great Orange TV channels in the near future.”

The full channel list available on launch is: ITN News, CNN, Big Brother, Celebrity Love Island, Comedy Time, Cartoon Network, Toon World, Fashion TV and extreme sports. Further channels will be available in the coming weeks.

Customers wanting to see Orange TV in action should visit Orange Retail stores for a 3G Phone Trainer demonstration from next week.