C4 airs Nokia music show

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.

Recommended

EU ‘free’ directive definition splits ad bodies

Marketing Week

The Incorporated Society for British Advertisers (ISBA) and the Institute of Sales Promotions (ISP) have clashed over whether a new European Union directive will allow advertisers to use the word “free”. The Directive, which will be introduced in the UK on May 6, lays down rules for determining whether a commercial practice is unfair. Its […]

Barbie signs promotion deal with Butlins

Marketing Week

Girls entertainment brand Barbie has signed a deal with holiday company Butlins to promote its new film and product range featuring the doll. The agreement will see the toy given a presence at Butlins resorts from the Easter weekend, and Mattel, which owns the Barbie brand, hopes that the deal can be extended beyond the […]

Comments

    Leave a comment