Toshiba UK has announced a partnership with Channel 4 ahead of the channel’s 'Live from Space' season.
The collaboration is to support the launch of Toshiba’s flagship Ultrabook, KIRA.
Toshiba will support Channel 4 by providing the public the chance to view NASA, the International Space Station (ISS) and Mission Control in Houston.
Channel 4’s space-dedicated season of programming will be presented by “space super-fan” Dermot O’Leary, and will consist of three special episodes.
On board the ISS, Channel 4 will have live feeds shot in HD by 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 provide additional commentary.
“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,” commented Tarek Boudour, head of marketing at Toshiba UK.
“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 added: “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.”