Orange launches Monkey music service with UMG and Channel 4

Orange UK has unveiled a new IVR-based music streaming service aimed at 16-24 year-olds.

It's called Monkey, and launches tomorrow (30th July). Targeted at youthful pay-as-you-go customers, it enables them to dial in to listen to preset playlists, or their own custom mixes of songs.

The service is free to users as long as they spend £10 a month topping up their handsets, and it comes with 300 free text messages as well.

There's a website version too, which will be run by the online team at Channel 4's 4Music channel, which will also be heavily promoting Monkey with ads and show sponsorships. Users will be able to build their custom playlists on the site, then share them with friends.

Only one record label is supplying tunes for Monkey: Universal Music Group. It will also ensure a regular supply of streaming interviews, pre-release tracks and competitions involving its biggest artists.

But it's the use of IVR that's the most interesting thing about Monkey, since it means the service will be accessible from any mobile phone, and won't require any kind of data tariff.