Sony Ericsson funds music shows on C4

Sony Ericsson is making its first move into advertiser-funded programming with a live music event that will air on Channel 4 in December.

The event, called Christmas Calling, is being run in partnership with the mobile handset manufacturer's sister record label, Sony BMG, and has been created by branded content specialists Freedom Media.

In addition to the 90-minute live show that will air on Sunday 11 December on Channel 4's youth strand, T4, five 15-minute programmes will be screened between 19 and 23 December.

A number of big names have been signed up to take part, including Westlife, Jamiroquai and US group Pussycat Dolls.

Prizes including Sony Ericsson Walkman phones will be given away to viewers who phone in during the show.

The shows will be promoted on the T4 website, which will preview the artists and prizes and offer content that can be downloaded to mobile phones.

Sony Ericsson is planning to use the events to broaden its popularity with the vital youth market during the Christmas sales rush.

Sony Ericsson UK director of marketing Ben Padley said the event would help the company 'differentiate ourself from our competitors in a very crowded market'.

The initiative is part of the brand's focus on mobile music, kickstarted by the launch of its first Walkman phones this summer.

There had been concerns that the company would not have enough stock of the phones ahead of Christmas. However, last week it revealed that extra supplies were expected from factories in time for the festive period.

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