Channel 4 Pacts with Tesco Mobile for Branded Entertainment Series

Channel 4 has teamed with Tesco Mobile for the new branded entertainment series The Great British Phone Switch, slated to bow on June 19.

Designed to bring families closer as they navigate the transition from teens to adulthood, the show sees parents and their children swap digital lives for 48 hours under the guidance of presenter Anna Williamson and clinical psychologist Dr. Martha Deiros Collado.

The Great British Phone Switch is produced by Electric Robin, part of Banijay UK. It will premiere on Channel 4 and YouTube on June 19, with series highlights to be shared on Channel 4’s Instagram, Facebook and TikTok.

The partnership was brokered and led by EssenceMediacom, which ensured the content was strategically aligned with Tesco Mobile’s brand values and delivered across platforms that resonate with modern family audiences.

“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,” said Thomas Pullen, digital commissioning executive at Channel 4.

“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,” commented Chris Jones, creative director at Electric Robin. “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.”

Laura Joseph, chief customer officer at Tesco Mobile, noted, “Online safety is a responsibility we take seriously here at Tesco Mobile. We’re committed to helping families thrive and stay safe in today’s digital world, and this exciting social experiment is a powerful way to bring this mission to life. By encouraging children and parents to switch digital habits, we’re opening the door to meaningful conversations at home and better understandings of each other’s lives. Through our ongoing partnership with Internet Matters, we’re proud to champion safer, smarter online experiences for every family.”

“With The Great British Phone Switch, we wanted to create a piece of branded entertainment that didn’t just reflect Tesco Mobile’s brand values but also tapped into a real cultural tension—the disconnect between parents and teens in a digital-first world,” added Nicola Evans, Tesco Mobile planning lead at EssenceMediacom. “By bringing together the right partners and crafting a concept rooted in insight, we’ve developed a format that’s entertaining, meaningful and purpose driven. It’s a brilliant example of how brands can show up in culture in a way that feels authentic and impactful.”