MOBILE communications company Orange has endured struggles to build masts across Europe.

Indeed, the original planning application for a pylon-mast at Clough Bottom was rejected by Hyndburn Borough Council because it would spoil the appearance of the area.

But with the popularity of mobile phones there is a need for many more masts, especially in rural areas, and phone companies are trying hard to make them blend.

Orange was the first mobile phone network in Europe to build a transmitter in the style of a tree.

A spokesman said this prevented the appearance of a rural area being affected.

He added: "In planning the location of our sites we aim to be as sympathetic to the environment as possible. Transmitter site designs such as the Orange Tree are often used in Areas of Outstanding Natural Beauty, where agreement is reached with relevant local authorities.

"Based on a Scot's pine design, the tree transmitter is usually a steel column, which is painted and covered with leaves of a transparent nature.

"It is our aim through the application of best practice and consultation to manage the network's impact on the environment, securing a balance between the growing consumer demand for mobile communications and our environmental accountability, both now and in the future." And Brendan Lyons, head of planning services at Hyndburn Borough Council said he was happy the mast was well disguised. "This has been a first for Hyndburn and the telephone company made a convincing case that it should be considered which is the basis on which it was approved," he said.

"It has been successful in that the gear that goes with it is very well hidden in the foliage of the tree and the shape is not unnatural. It is just the size of it that makes people look twice.

"We always knew that it would be more prominent in the winter. The judgement is really whether a mast would have looked better."

And Baxenden ward Councillor John Griffiths, who successfully fought plans for the pylon-mast on the grounds it was ugly is happy with the fake Scots Pine.

"I am getting different opinions on the visual impact," he said, "but I agree it is much better than a pylon type and once it is screened by other trees it should blend into the landscape."