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Ananova is turning Orange, the colour of its owner.

The UK news site wants to concentrate on mobile service for Orange users and, astonishingly, is scrapping its popular email news alert service to achieve its goals.

In a message send to email subscribers on Friday (May 17), the business said it would switch off news alerts on Monday, May 20. Some notice period, huh.

It adds: "If you are an Orange customer you'll still be able to get news alerts, sent by text message, listen to Ananova's personalised news bulletins on your Orange phone, and see your personal page on the Orange web and WAP sites."

Oh, you will still be able to see the latest news at www.ananova.com, wap.ananova.com and pda.ananova.com.

Ananova is essentially a cartoon newscaster (remember her?), fronting various newsfeeds from PA, its original owner.

PA offloaded Ananova when it became clear that
publishing customers did not like it trampling on their ground. It sold the business to Orange for the surreal price of £95m in June 2000. At the time, Hans Snook, Orange CEO, said:

"Ananova is a key element of our plans to develop our overall portal platform, which will take wirefree communications beyond what is available today, reaching customers in the countries where we, and the enlarged Orange Group, have a physical presence, and beyond."

Took some time coming, didn't it? But what on earth possessed Ananova to scrap email news alerts, as simple, cheap and effective marketing device as they come. ®

Ananova announcement.

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