France Telecom has taken its first tentative steps into broadcasting with the launch of IPTV service Orange Sports TV.
The channel will feature sports news, broadcast via the Internet and direct to Orange mobile 3G network subscribers.
Nike and vidgame supplier Electronic Arts are among the channel’s initial advertisers.
All content is being provided by Groupe Sporever, a French firm specializing in sports-related content, headed by the former director of sports at web France 2.
While Orange has existing agreements to broadcast major events including the French Open and the Tour de France, it will not compete for rights for French first and second division soccer matches, which will be available in November.