A TV shopping channel selling only mobile telephones and accessories is launching on Sky Digital.
Run by Hertfordshire-based Auctionworld, Phone-world.tv will be the UK's first 24-hour phone shopping channel.
Auctionworld managing director George Spitaliotis said that Phone-world.tv will offer a range of mobile telephones, accessory packages and tariff plans at 'heavily discounted prices'.
He said that Phone-world.tv will be the first of a run of specialist TV shopping channels. He is looking at other sectors and may launch a specialist collectibles channel this summer.
Phone-world TV will showcase the latest technical innovations along with mobile content and services. Spitaliotis added: 'Following the huge demand for mobile phone packages on Auctionworld, we realised there was a gap.'