Between the Lines: Orange shows its ambition

Orange's exclusive sponsorship deal with Core, GCap's digital radio station, underlines the mobile phone network's musical ambitions and shows how lucrative the service is set to be for phone operators (page 6).

Orange scored a hit by funding the Orange Playlist, its ITV take on Desert Island Discs. It clearly hopes to achieve the same success with Core.

The station will become ad-free until November, allowing Orange to plug its music download service with an SMS chart show.

Sponsoring a radio station is a first for a mobile phone company. But, with the advent of MP3-playing phones, it will be interesting to see if others follow suit.