Nokia and Channel 4 teaming up to cross-promote brands and intellectual properties vis-a-vis capturing the critical youth demographic
At least we think that’s what’s happening.
A new TV show called “The Nokia Green Room” will appear on Channel 4 next month, with the mobile company sponsoring the 30-minute live music showcase.
The unique selling point that convinced executives on both sides of the table that this was a great idea? Putting cameras and microphones “backstage” so viewers can see and hear the bands before they go on stage, giving the show a sort of reality TV feel as you get to see if the lead singer of Band A gets along with the drummer from Band B or not.
The clever user-driving part? Exclusive out-takes, clips and tracks from each show will also appear on Nokia’s Music Store, so the targeted youths can head off to the portal after the show to download themselves some related content.
The poor children are being manipulated by marketing, but will probably enjoy themselves.
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From what I can tell, ‘Channel 4’ are slowly consuming and rebranding ‘The Hits’ on Freeview aswell.
I would expect to see gratuitous ‘4 Music’ idents appear between both halves of this mainstream show to promote the new channel venture if my speculation holds any weight.
Which is ace, because ‘The Hits’ as it stands is complete chart garbage anyway.