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Major British TV channels unite to underscore relevance, in historic first

For the first time ever, major British TV channels ITV, Channel 4, Channel 5 and the BBC have come together to broadcast a simultaneous message across their collective 21 channels.

Making a case for TV broadcasters in a world that is rapidly changing its viewing habits, 'Your Stories' works to remind the general public their country needs them, by highlighting the crucial role they play.

Created by Uncommon Creative Studio, the film depicts a road trip that features various iconic spots that make up the fabric of the UK – from the Angel of the North to the Cornish coastlines, from London estates to farmers' fields. While each scene is not out of the ordinary, the only difference is the presence of a television screen or tablet that works to illustrate how TV is woven into the British landscape and culture.

As the film soars through the various settings, fragments of groundbreaking television moments play out, to underscore the stories that have changed who the UK is today.

The film will appear on BBC One, BBC Two, ITV, Channel 4, Channel 5, STV, S4C, 4Seven, E4, More4, Film4, ITV2, ITV3, ITV4, ITVBe, 5STAR, 5USA, 5Select, Paramount Network, and BBC Four simultaneously tonight (8 July) and will then continue across all channels throughout the month.

Rufus Radcliffe, chief marketing officer and director of Direct to Consumer at ITV, said: “Uncommon have achieved the extraordinary over the past few weeks. It's created a beautiful inspiring film bringing to life the power of public service television - all shot and produced whilst complying with Covid regulations. It expertly led and inspired all the broadcasters to take a leap of faith and the result speaks for itself - the power and impact of public service television beautifully articulated by the thought 'our stories are your stories'.”

Adding to this, Nils Leonard, co-founder at Uncommon Creative Studio, said: “British TV reflects and shapes our culture and who we are. Our debates, our conversations, our communities and our characters are all reflected in the stories we watch every day. These are our stories. British TV matters – now more than ever. This cultural moment is the kind of brief we built the studio to make. We’re very proud to bring this moment to bear for our collective broadcasters.”

Over the past few months, at a time of national crisis, the broadcasters have taken it upon themselves to keep their ears close to the ground and respond to the needs of the nation.

Of the powerful PSA's to come out of lockdown, the BBC created 'Bringing Us Closer' - an evocative montage of BBC footage shot during the pandemic, accompanied by the rousing voice of Idris Elba.

Meanwhile, Channel 4 took a cheekier approach. To encourage the public to keep their bums firmly on couches, Channel 4’s in-house creative agency developed a series of 10-second fly-on-the-wall style films that utilised its roster of stars.

And when the lockdown was initially imposed, ITV and Uncommon were the first with their finger on the pulse, launching a series of supportive ads to help people cope with the unnatural circumstance of lockdown.