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Nokia is co-funding and co-broadcasting the 15-part series, which takes its relationship far beyond the traditional sponsorship model.

The programme, which features live performances from top acts with behind-the-scenes footage, is, surprisingly, the only music show scheduled on terrestrial weekend daytime TV. This goes to show how difficult it has become to sustain a music format on TV when music is readily available across a variety of other platforms.

Nokia's involvement is potentially the missing link, providing a multimedia edge to the show, which combines live performances with an element of observational TV - giving music fans a glimpse into the lives of the acts, thanks to hidden microphones and cameras behind the scenes.

The pilot, which featured The Feeling and Orson, aired on C4 last year and achieved an impressive 5.8% share of the audience with more than 600,000 viewers, so there does appear to be an appetite for it.

The branded content aspect is a brave and exciting move, making the show possible for Channel 4 and extending Nokia's involvement with music.

Broadcaster: Channel 4.