Channel 4: The Essentials On 4

Channel 4 today announced that first direct will sponsor a brand-new programme strand called 'The Essentials on 4'. The sponsorship will run from 1st July 2022 until early next year and is the first partnership between Channel 4 and first direct. The sponsorship deal will also consist of an All 4 Collection Lounge which includes classic favourites such as The Vampire Diaries and Smallville. Integrated marketing agency Wunderman Thompson are responsible for the sponsorship idents which include the strap line: “The Essentials on 4 given the first direct treatment”.