MUMBAI: Orange and Endemol are teaming up to produce a network ITV series called Orange Playlist, according to reports appearing in a section of the European media.

Orange has struck a deal with ITV1 and the production company behind Big Brother, Endemol, to screen the music chart of mobile ringtones. The weekly show - Orange Playlist - will be paid for in part by the France Telecom-parented mobile operator and would be coming to UK TV screens from the end of next month.

The show will air in a late-night slot from 23 September and is scheduled to run for six months. Each episode will feature an interview with a celebrity on five songs they have chosen in five predefined categories: the past, the present, the future, a dedication and the celebrity's all-time favourite track.

The relevant music videos will be played around their choices and the format will also include a run-down of the top fives in the singles, download and ringtones charts.

The show aims at a younger audience and viewers will be encouraged to send texts and picture messages to the programme with the best appearing on screen.

The Orange Playlist isn't the first attempt to capitalise on music's success - ringtone sales now beat CD single sales - in new media formats. Virgin and Napster announced last week they would be offering an online music chart, to hit the market just days before the Beeb's own download offering.

The emergence of new ringtone and music download charts confirms the rising importance of these media, which are growing rapidly at the expense of CD sales.