Sony Ericsson’s Pocket TV – the music and entertainment show specially created by the brand for mobile and web – is to be aired on Channel 4’s T4 and 4Music this summer from Wednesday 4th August.

The show, created by iris and produced by JA Digital, has been an online hit, attracting 8.4 million views across YouTube, PS3/VidZone and MSN during series two.

Through the deal, highlights from the youth-focused series will be re-cut into 6 episodes of 11 minutes airing during August at 11:45am on T4 until the 20th August. The 11 minute shows will also be repeated on 4Music, and repackaged into 60 minutes ‘zones’ to play over the summer.

The show sees presenter Matt Edmondson interview some of the top charting artists and bands of 2010 including Ellie Goulding, Tinchy Stryder, Ke$ha, Tinie Tempah, Chipmunk, Sean Kingston, David Guetta and Jason Derulo, as well as Jude Law, Forest Whitaker, Russell Brand, Jonah Hill and Tony Hawk.

The branded content show was first launched online and for mobile in 2009 to reengage with Sony Ericsson’s target audience of ‘digital youth’ – digitally connected 15-24 year olds – and to make sure Sony Ericsson was part of this audience’s conversations to increase brand consideration. Due to its success, the show was re-commissioned for a bigger and even better second series in 2010, and grew to include film, TV and sports guests as well as some of the top charting music artists of 2010, to continue engaging with ‘digital youth’ as Sony Ericsson launched a range of high-profile new handsets.

Richard Dorman, Senior Marketing Manager, Sony Ericsson UK and Ireland said, “We’re really pleased Sony Ericsson’s Pocket TV is being aired this summer on T4. The series format continues to be a hit for us and the views online have grown to 8.4 million to date for our second series this year, with a loyal fanbase watching the show, sharing the videos and commenting every week. Even though Sony Ericsson’s Pocket TV is made for mobile, the show has very high production values and fans have been asking us to bring it to Channel 4 which feels like a natural TV home for it. The irreverent and spontaneous style of the show will fit well within the T4 schedule.”

Cath Lovesey, Editor, T4 & Music said,“T4 and 4Music feel like the perfect television home for Sony Ericsson’s Pocket TV, which with Matt Edmondson at the helm, manages to combine the hottest music talent around, in some of the silliest situations, making for brilliant must-see entertainment – we’re delighted to be working together, in what feels such a natural fit.”

Series 2 of the 13 week show came to an end earlier this month but can still be viewed online on a dedicated YouTube channel until the end of December. http://www.youtube.com/pockettvshow

The show was promoted on its platforms of distribution as well as through a comprehensive blogger outreach programme and social media plan.   For series 2, Sony Ericsson ran a competition for a chance to become a paid runner for the show and film a video blog on Sony Ericsson Vivaz HD.

The first series had 3M views, making the total views to date across both series 11.4 million.  The show was recently shortlisted as a finalist for a Cannes Lion award.

The concept for Sony Ericsson’s Pocket TV was developed specially by iris for Sony Ericsson.

Sony Ericsson’s Pocket TV is produced by JA Digital for iris.

Tags: creative, digital, integrated, social media

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