With the football season about to start up and the great battle between Sky,Setanta,Virgin and BT Vision to commence,news that another player(quite literally has joined the battle.

Chelsea and England Midfielder Frank Lampard is launching his own mobile phone channel.According to Media Guardian

the channel, featuring fly on the wall material shot by him on his mobile phone, would give viewers a glimpse of his life behind the headlines. "One of the reasons I do this kind of thing, and I am embarrassed to put a camera in my own face, I won't lie about that, is to show we're average people at home with our families doing ordinary things.