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Orange claims Monkey is the first pay-as-you-go mobile package that offers free music and texts for £10 a month credit.

The TV campaign will comprise a series of ads on Channel 4, the first of which will air today (1 September) at 5.15pm, with a spot on Friends on E4, and be followed by appearances at 7.15pm during Hollyoaks and 8.15pm during Ugly Betty.

The TV ad is based on a weather report, but instead of reporting on weather conditions, the report focuses on the genres of music that are popular in various regions of the country. 

Orange will shoot new edits of the ads every two weeks, using Orange Monkey data to reflect trends in the music preferences of Orange Monkey users. 

Outdoor advertising and flyposters will promote the personal playlists of Lady Gaga, Tinchy Stryder and La Roux, which the public can listen to using Orange Monkey.