Channel 4 and O2 have penned a deal which sees the mobile phone operator become the exclusive partner of the broadcaster’s new digital TV service All 4, replacing 4oD from Monday 30 March.
The partnership will see 10 of Channel 4’s top series, including Peep Show, Fresh Meat and Made in Chelsea, premiered to O2 Priority customers 48 hours early and multiplatform sponsorship of All 4 throughout 2015.
David Amodio, digital and creative leader at Channel 4 deemed the collaboration “the most exciting digital partnership in Channel 4’s history” adding that it was crucial to the launch of All 4 to have the right brand partner.
Nina Bibby, marketing and consumer director at O2, commented: “We are delighted to be partnering with Channel 4, a brand that represents many of the same values as O2, and most importantly, resonates well with many of our customers.”
The partnership was managed by Channel 4’s Lindsay Gademsetty, group digital commercial development manager, and Rebecca Hill, group digital manager, alongside Forward Media, Havas Media Group UK’s head of partnerships, Daren Benton.