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24th February, 2014 << Home

Toshiba in exclusive Live from Space partnership with Channel 4

Toshiba UK has unveiled an exclusive partnership with Channel 4's ground-breaking British television first, Live from Space, to support the launch of its flagship Ultrabook™, KIRA™.

Toshiba will support Channel 4 on its pioneering intergalactic journey as it gives the viewing public unprecendented access to NASA, the International Space Station (ISS) and Mission Control in Houston for the very first time. Presented by space super-fan Dermot O’Leary, there will be three special episodes. The partnership was brokered by Rocket and Drum, Toshiba's media and content agencies in the UK.

On board the ISS, Channel 4 will have live feeds shot in stunning HD from astronauts Rick Matracchio and Koichi Wakata, while O'Leary will be at mission control on the ground. Professor Stephen Hawking and British astronaut Tim Peake will also be providing commentary throughout the series.

Channel 4's multi-phase campaign to promote the series includes activity across outdoor, TV and online and will kick off with a CGI ad. produced by the makers of Hollywood blockbuster, Gravity.

Tarek Boudour, Head of Marketing at Toshiba UK, commented: "After launching a chair into space for our LED TVs advertising campaign in 2009, we're thrilled to be returning to space with Channel 4. TV advertising remains a really important platform for Toshiba, so we're delighted to be returning to UK screens so soon after the recent success of our Encore tablet campaign in December 2013. This partnership with Channel 4 is the perfect opportunity for us to support the KIRA™ in an unique and exciting way".

Robert Ramsey, Partnership Leader at Channel 4 commented: "We are delighted to secure the Toshiba Ultrabook™, KIRA™, as our partner for this series. The KIRA™ represents the absolute cutting edge in notebook technology perfectly complementing the innovative and ground-breaking nature of our Space season".

Meanwhile, Channel 4 has unveiled its own conceptual marketing campaign for the Live from Space season (to be broadcast next month). The on-air campaign inviting viewers to "Go to space with Channel 4" was created by Oscar and BAFTA award-winning British VFX company, Framestore, additionally nominated for an Oscar this year for their critically acclaimed visual effects work on Alfonso Cuaron's sci-fi space thriller, Gravity.

Directed and produced by 4Creative, Channel 4's multi-award winning creative agency, the TV trail launched on Wednesday, 19th February across the Channel 4 portfolio – including E4, More4, Film4 and 4seven. It was also broadcast during The Brits Awards 2014 on ITV the same evening.

Chris Bovill and John Allison, Heads of 4Creative, said: "We wanted to remind people how being an astronaut is the most dangerous, insane, rock 'n' roll job on the planet".

The Live from Space season will feature three hi-spec shows from Arrow Media and promise unprecedented access to NASA whilst getting "up close and personal" with astronauts like never before.

Astronauts: Living In Space and Astronauts: Houston We Have A Problem will broadcast ahead of a major interactive TV event – Live from Space: Lap Of The Planet – featuring a live two-hour broadcast from the International Space Station (ISS) and Mission Control in Houston, as the ISS completes an entire orbit of the Earth.







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