TfL pens C4 content deal

Channel 4 and Transport for London launch TV show in T4 themed weekend.

Transport for London has formed a partnership with Channel 4 for a branded content TV show based around its "Don't die before you've lived" advertising campaign.

Drum Screen, a division of Drum PHD, has created a series called Debutantes, which will run as part of a weekend of themed programming during the T4 youth strand on the channel.

The weekend of 3 and 4 November will be dubbed "T4 Talent" and feature a range of programmes about gifted teenagers.

Debutantes, which will show renowned figures in the creative industries "mentoring" teenagers in their dream careers, will be stranded throughout the other T4 programming.

Those taking part in the series include the rapper Kano, the GQ editor Dylan Jones, the photographer Rankin and the fashion designer Ozwald Boateng.

TfL hopes that the branded content will amplify the message of its TV ad campaign, which portrays the dreams of teenagers shattered by fatal road accidents. The campaign was created by M&C Saatchi.

Drum, together with the agency Spin, has devised an outdoor campaign to promote Debutantes. Drum has not previously worked with TfL, but was appointed on the back of its record of creating branded-content programmes, for clients including The Guardian and Adidas, that have run on Channel 4.

Mediaedge:cia handles the media planning and buying for TfL.

M&C Saatchi handles the creative for TfL's road safety campaigns, having been reappointed to head its £15 million creative roster in April 2006.

Drum's previous links with C4 include a Guardian-branded sports show fronted by Clive Anderson and activity for Adidas that featured the gathering of a football "dream team" that included stars such as David Beckham.

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