Orange TV nears launch with Red Bee

Mobile phone provider Orange has unveiled the on-screen identity for its new TV service, due for launch later this year.

Created by Red Bee Media, the design includes animated characters - a roadie, a 'TV lover' and a 'clapper-loader' - which will guide users through different parts of the platform.

The characters appear in 44 idents across the service, which is being managed by Red Bee Media’s Digital Hive division, responsible for digitising and trans-coding content and adding the editorial meta data needed for video-on-demand.

Tim Pearson, director of digital TV at Orange, said "Orange’s digital TV service will allow viewers to get more from their TV by putting them in control of the best quality entertainment and enabling them to watch what they want, when they want, how they want. The characters are fun, warm and engaging and will guide viewers around a great line up of film, TV, sport, entertainment and music from the comfort of their favourite armchair."

Similar to BT Vision, Orange TV will include digital terrestrial TV channels, seven-day catch-up TV and video-on-demand through a set-top box plugged into a television and broadband connection.