Orange scores with Frank Lampard channel

Orange is to launch a new mobile TV channel dedicated to England and Chelsea footballer Frank Lampard.

The channel will include exclusive footage from the footballer’s video diaries, including training sessions and banter in the Chelsea dressing room.

It also includes scenes from Frank Lampard’s home and features material shot by Lampard on his mobile phone, allowing fans a glimpse into his life. The clips are mixed with interviews from Lampard’s family and fans.

Lampard is the first footballer to launch his own mobile TV channel. He has secured a six-figure contract with Orange for personal appearance and the video diaries.

The footage will be available to Orange UK’s 1.3 million 3G customers.

Orange’s move is in line with a trend for mobile networks to produce exclusive content of a short duration, to broadcast alongside mainstream channels.

This content is designed to attract customers to mobile TV, which hasn’t proved as popular as networks hoped, with customers resistant to watching TV on a tiny screen.