BT has struck a commercial deal with Discovery Networks UK to sponsor its new series The Big Experiment.
The show premieres on the Discovery Channel tonight (6 March).
The tie-up will run throughout the six-part series, which takes a class of teenagers from east London and seeks to explain certain misconceptions about science. The show features celebrities doctor Robert Winston, Buzz Aldrin and Myleene Klass.
The deal was brokered by Cocktail Marketing and includes on-air sponsorship idents. BT said it will support the series with e-mail marketing and direct mail campaigns.
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