Channel 4 is partnering with Tesco Mobile on new branded entertainment series, The Great British Phone Switch. A pioneering lifestyle experiment, the show is designed to bring families closer as they navigate the transition from teens into adulthood.
The series sees parents/guardians and their children swap digital lives for 48 hours. Presented by Anna Williamson and under the guidance of both Anna (life coach, author, and podcaster), and Dr Martha Deiros Collado (clinical psychologist), they will step into each other’s worlds, but how will the adults get on with scrolling social media apps for hours? And will the children be ok with fewer ways to connect with friends?
Produced by Electric Robin (part of Banijay UK), full episodes of The Great British Phone Switch will be available to stream on Channel 4 and YouTube. Series highlights will be shared on Channel 4’s Instagram, Facebook and TikTok from June 19.
Rupinder Downie, content solutions leader at Channel 4 said: “Not only is it incredibly relevant but also with teenage children myself The Great British Phone Switch really resonated with me. Here at Channel 4 Sales, we aim to tap into the zeitgeist, and delve into brands KPIs to provide branded content that engages, entertains, and educates.”
Thomas Pullen, digital commissioning executive at Channel 4, added: “With great hosts and experts, we hope The Great British Phone Switch will be an enlightening series for those navigating the role phones now play in many young people’s lives.”
Chris Jones, creative director at Electric Robin, said: “Producing the show and witnessing each family’s journey has been an enriching experience, demonstrating the potential of branded entertainment to spark conversation and drive social impact.”
Nicola Evans, Tesco Mobile planning lead at EssenceMediacom, said: “With The Great British Phone Switch, we wanted to create a piece of branded entertainment that didn’t just reflect Tesco Mobile’s brand values, but also tapped into a real cultural tension – the disconnect between parents and teens in a digital-first world. By bringing together the right partners and crafting a concept rooted in insight, we’ve developed a format that’s entertaining, meaningful and purpose driven.
Pictured: Anna Williamson (left) and Dr Martha Deiros Collado
