Channel 4 today announces it has partnered with Tesco Mobile on new branded entertainment series, The Great British Phone Switch. This pioneering lifestyle experiment is designed to bring families closer as they navigate the transition from teens into adulthood.
According to a 2025 Ofcom report, by the age of 11, 91% of children own their own mobile phone – but how much do we understand about their digital lives? This branded entertainment series, sees parents/guardians and their children swap digital lives for 48 hours.
Presented by Anna Williamson and under the expert guidance of both Anna (professional life coach, author, and podcaster), and Dr Martha Deiros Collado (Clinical Psychologist), they will step into each other’s virtual worlds, but how will the adults get on with scrolling social media apps for hours? And will the children be okay with fewer ways to connect with their friends?
Produced by Electric Robin full episodes of The Great British Phone Switch will be available to watch on Channel 4 streaming and YouTube. Series highlights will be shared on Channel 4’s Instagram, Facebook and TikTok from the 19th June.
Thomas Pullen, Digital Commissioning Executive at Channel 4:
“With great hosts and experts in Anna Williamson and Dr Martha, we hope The Great British Phone Switch will be an enlightening series for those navigating the central role phones now play in many young people’s lives.”
This latest deal is just one of many from Channel 4 Sales’ branded entertainment slate which includes Undercover Education with DfE’s Teach in Further Education campaign, Coast to Coast: The Scenic Route with Tourism Ireland and More Than a Run Club with Voltarol.
