Beginning in 2003, Orange's strategy has centred on the acquisition, creation and diffusion of content. This starts with the creation of MaLigne.tv in 2003, later renamed Orange TV, an ADSL television access service and a video on demand service. In 2004, Orange organises a television access service for mobile phones. In 2007, Orange creates and, in 2008, enters into a partnership with France Televisions to broadcast pre-recorded programming from the public national television and to roll out theme channels for sports, cinema and television series. Dubbed Content Everywhere in 2008, the content access strategy is announced simultaneously with the launch of the Orange cinema series television channels, and aims to offer customers access to all of the company's content, anywhere and from any device.