The 60-minute show, called 'Flipside TV', will air on new Sky Digital entertainment channel Nation277. The concept was developed by the former HHCL creative director and current Chime head of content and Roose creative director Jay Pond-Jones.
The show will be hosted by Richard Bacon, best known as the disgraced former Blue Peter presenter, who will also be the show's executive producer, marking his first attempt at production.
According to Bacon: "'Flipside TV' is all about helping people watch what they want to see. Many will find something inherently 'wrong' with a channel that actively encourages its viewers to watch other channels. But the more successful 'Flipside TV' is in sending its viewers away to see TV they can enjoy, the more valuable 'Flipside TV' will be and the more the audience will return."
Bacon will be joined by a panel of guests, who will scrutinise the offerings on other channels and advise on what is worth watching and what is not.
The panel is being billed as an HPG -- a human programming guide -- as opposed to an electronic programming guide. It aims to attract young men who, according to research, only watch an average of eight minutes of a programme before flicking channels.
Lord Bell said that with 'Flipside TV', Chime was helping to push the market forward by using digital television to create highly targeted programming.
"The marketing communications industry has been talking about brand-led content for their specific target audiences for some time. With Flipside TV, Chime is actively pushing the market forward," he said.
The programme will air twice every weekday at 7pm and and 9.30pm. Panelists who have been confirmed to appear on the show include Spectator editor and Tory MP Boris Johnson; Independent editor Simon Kelner; Xfm producer Karl Pilkington, who appears on the Ricky Gervais show; and Lauren Laverne, the former Kenickie frontwoman and Xfm presenter.
Brown will act as the programme's series consultant and he and Bacon have equity invested in the venture, which is funded by Lord Bell's Chime Communications.
"There are now hundreds of TV channels and if, like me, you are a natural 'channel flicker' then Flipside TV will be there to help you choose what's great on TV at that moment," Brown said.
Viewers will also be encouraged to participate with the panel by phoning or texting in.
"The format is very strong because watching television is this country's favourite past-time, talking about television is therefore a close second -- Flipside TV offers both -- at the same time," Pond-Jones said.
Nation277 is a new live entertainment channel broadcasting on Sky Digital, with content including games, music, sport and entertainment zones.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.