THE GREAT BRITISH PHONE SWITCH: CHANNEL 4 ANNOUNCES NEW SERIES

Channel 4 today announces it has partnered with Tesco Mobile on new branded entertainment series, The Great British Phone Switch. This pioneering lifestyle experiment is designed to bring families closer as they navigate the transition from teens into adulthood.

This branded entertainment series, sees parents/guardians and their children swap digital lives for 48 hours. Presented by Anna Williamson (professional life coach, author, and podcaster) and under the expert guidance of both Anna, and Dr Martha Deiros Collado (Clinical Psychologist), they will step into each other’s virtual worlds, but how will the adults get on with scrolling social media apps for hours? And will the children be okay with fewer ways to connect with their friends?

Produced by Electric Robin (part of Banijay UK), full episodes of The Great British Phone Switch will be available to stream on Channel 4 and YouTube. Series highlights will be shared on Channel 4’s Instagram, Facebook and TikTok from the 19th June. The partnership, brokered and led by EssenceMediacom, ensured the content was strategically aligned with Tesco Mobile’s brand values and delivered across platforms that resonate with modern family audiences.

Thomas Pullen, Digital Commissioning Executive at Channel 4 said: “With great hosts and experts in Anna Williamson and Dr Martha, we hope The Great British Phone Switch will be an enlightening series for those navigating the central role phones now play in many young people’s lives.”

Chris Jones, Creative Director at Electric Robin, added: “In exploring everything from online safety and AI to working remotely and creating content, The Great British Phone Switch highlights the crucial role that honest family dialogue plays in bridging the generational digital divide. Producing the show and witnessing each family’s journey has been an enriching experience, demonstrating the creative potential of branded entertainment to spark conversation and drive social impact.”

This latest deal further strengthens Channel 4 Sales’ impressive, branded entertainment slate which includes Undercover Education with DfE’s Teach in Further Education campaign, Coast to Coast: The Scenic Route with Tourism Ireland and More Than a Run Club with Voltarol.