Channel 4Lexus is to sponsor Channel 4 strand Drama on 4 from the start of 2014.

The seven figure deal represents Lexus’ first UK broadcast sponsorship on terrestrial television and will see the luxury car brand’s idents, created by CHI & Partners, appear around Channel 4 dramas across 2014 as part of their global campaign Amazing in Motion.

Drama on 4 remains a hugely desired sponsorship opportunity due to Channel 4’s proven pedigree in delivering compelling, critically acclaimed drama – abrand-defining genre for the channel. We are delighted to have teamed up with Lexus for this premium partnership; their brand resonates perfectly with 4’s award-winning stable of drama. – Rupinder Downie, Partnerships Manager, Channel 4

Channel 4 dramas for next year include Saturday night drama Hostages, launching in January and starring Toni Collette and Dylan McDermott; original Danny Boyle directed comedy-drama Babylon, hosting a raft of exciting British talent; major historical drama New Worlds; award-winning writer Russell T Davies’ Cucumber; and the return of critically acclaimed Utopia, The Mill and The Good Wife.

From Wednesday 1st January 2014 the year long promotions with Drama on 4 begin.

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