Starting this week, Orange customers can watch shows like The Mighty Boosh and Soccer AM free on their mobiles.
Zap! is a new ad-supported video magazine which can be accessed by Orange customers with video-enabled 2G or 3G handsets. Updated twice daily, the magazine is free to browse.
"We've found people are happy to watch a quick advert in exchange for free video," said Steve Wallage of Orange UK.
Zap! will feature content from a range of broadcasters including BBC Worldwide, Sky, ITV and ITN.