Zap!, a new video mag for Orange mobile users, offers TV clips in exchange for watching ads

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.