Orange TV Catches Ashes Wave

Orange UK claims its live mobile TV coverage of the Ashes cricket competition with Australia has resulted in thousands of subscriptions being taken out by its customers. That’s not a huge amount but any extra subscription to a premium service like its 3G TV service will please Orange, and the service is popular with current customers as well — “although an Orange spokesman declined to reveal actual figures, the live Sky Sports coverage of England’s first three (so far disastrous) tests against Australia has also been attracting the highest viewing figures across the operator’s TV channels”.
The timing of the live show is also significant, considering it’s being played in Australia. “Audiences have been peaking for the first hour of the morning session (between midnight and 2am UK time) and the closing stages of play, which coincide with the UK commute to work.” I don’t know whether that would help or hinder the take-up, considering some mobile TV trials have shown that to be peek viewing periods anyway. The service costs £5 a month (the Ashes series goes for two months).
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