Broadcaster Channel 4 has partnered with Tesco Mobile for the launch of a new branded entertainment series, which will aim to bring families closer together.

Titled ‘The Great British Phone Switch’, the series will focus on how families manage their children’s transition from adolescence to adulthood by exploring their digital lives.

Running on Channel 4 and YouTube from 19 June, the series will see parents/guardians and their children swap digital lives for 48 hours, stepping into each other’s online worlds.

“Working with Tesco Mobile to bring this branded entertainment series to life has been exciting. Not only is it incredibly relevant but also with teenage children myself The Great British Phone Switch really resonated with me,” said Rupinder Downie, content solutions leader at Channel 4

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“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 viewers.”

Produced by Electric Robin, series highlights will be shared on Channel 4’s Instagram, Facebook and TikTok. The partnership with the telecom provider was brokered and led by EssenceMediacom.

Laura Joseph, chief customer officer at Tesco Mobile said: “Online safety is a responsibility we take seriously here at Tesco Mobile. We’re committed to helping families thrive and stay safe in today’s digital world, and this exciting social experiment is a powerful way to bring this mission to life.

“By encouraging children and parents to switch digital habits, we’re opening the door to meaningful conversations at home and better understandings of each other’s lives. Through our ongoing partnership with Internet Matters, we’re proud to champion safer, smarter online experiences for every family.”