Nokia is aligning its mobile music service in the United Kingdom with a new music entertainment TV format launching on national terrestrial network Channel 4 next month.

Nokia is aligning its mobile music service in the United Kingdom with a new music entertainment TV format launching on national terrestrial network Channel 4 next month.

The mobile communications giant has partnered with producers Whizz Kid Entertainment and Channel 4 to launch "The Nokia Green Room" during April. The final launch date has not yet been confirmed.

"The Nokia Green Room" will run for 15 weeks and each show will be aired twice each weekend. Exclusive tracks and out-takes will be available to Nokia mobile customers and online via the Nokia Music Store (www.music.nokia.co.uk).

The show's format combines live music performances with reality-style TV: the 30-minute show has a specially created backstage area with hidden microphones and remote cameras filming the interaction between acts as they wait to perform on stage.

The series will be co-funded by Nokia and Channel 4. Whizz Kid's digital arm, Tough Cookie, will produce the additional interviews, performances and teasers for download exclusively to Nokia mobile devices and for the Nokia Music Store.

Following a pilot show last year featuring Girls Aloud and The Feeling, which scored ratings of 600,000 in the United Kingdom, the series deal was brokered by Whizz Kid Entertainment chief executive Malcolm Gerrie with Nokia's marketing director Will Harris and planning agency MediaCom. Whizz Kid will repackage the show for broadcast in Nokia's key international territories.

"In the development of our services portfolio, we're actively driving revenue across the business and breaking new ground in all of our marketing and promotional activities," said Harris in a statement. "The fusion of reality TV, live music and mobile promises to be a heady mix. This is a fascinating project and we are very excited to be associated with it."

The show has won record industry backing. According to Rob Wells, SVP, digital for Universal Music Group International, the Nokia Green Room is "a great concept which I'm certain will be a huge success."