C4 and NME team up for Skins promotion

by Emma Barnett, mediaweek.co.uk 18-Dec-08, 15:45

LONDON - Channel 4 is teaming with NME Radio to promote the third series of E4 teen show, Skins.

For the two weeks leading up to the start of the latest series on 12 January, NME Radio has created a two-hour show hosted by two 19-year-olds who have been involved with Skins.

James Theaker and Daniel Kaluuya will present a daily evening programme running run from 7pm to 9pm, when they will conduct interviews with the cast and feature live music from the bands who have contributed to the new series’ soundtrack.

There will be a dedicated micro-channel created on NME.com featuring further interviews and music. The tie-up also includes five pages of advertorials promoting Skins in NME magazine, beginning this week.

Matt Priest, NME Radio’s head of live events and sponsorship, negotiated the deal with Sarah Martin, marketing manager, E4, entertainment.

Priest said: The two brands – Skins and NME Radio – are so similar and target the same audience, so a tie-up worked really well. This is very much how we see the commercial side of things for NME Radio – creating really bespoke solutions for brands.