Nokia, Whizz Kid entertainment and Channel 4 have teamed up to launch a music entertainment format called The Nokia Green Room. The programme will be shown on Channel 4 television with extra footage available on Nokia mobile phones and via the Nokia Music Store.
The Nokia Green Room will be broadcast twice as a 30-minute programme at the weekend during the T4 youth strand and repeated during the week during the late-night 4Music programmes. Nokia customers will have access to exclusive tracks and out-takes, produced by Whizz Kid’s digital arm Tough Cookie, through handsets and over the internet.
The programmes bring together live performances with reality TV-style footage with the bands filmed and recorded on hidden cameras and microphones in the backstage area as they wait to perform.
The deal was brokered by Nokia UK marketing director Will Harris and planning agency MediaCom. The show will also be repackaged for broadcast across Nokia’s key international territories.
A pilot for The Nokia Green Room aired on Channel 4 last year, featuring Girls Aloud, The Feeling and Orson, achieved a 5.8% audience share with over 600,000 viewers.