Lexus to sponsor Drama on 4

Channel 4 has announced that Lexus will sponsor programming strand Drama on 4 from Wednesday, 1st January, 2014, in a brand new one year partnership.

Channel 4's new drama slate for the year ahead will see brand new UK originations and acquired US series alongside the return of recent successes.

These 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.

The partnership was negotiated by Lucy Hughes, Group Partnerships Manager, Channel 4, and Bruce McGowan, Head of Broadcast Content,

Hostages is a new 15-part one-hour thriller about a family caught in the middle of a grand political conspiracy that will change their lives forever.

Rupinder Downie, Partnerships Manager, Channel 4, said: "Drama on 4 remains a hugely desired sponsorship opportunity due to Channel 4's proven pedigree in delivering compelling, critically acclaimed drama – a brand-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".

Lisa Fielden, Manager, Brand Communications Lexus, said: "Lexus are delighted to be the new sponsor of Drama on 4, allowing us to showcase our models in a premium environment across the year. The partnership enables us to associate with must see content, reaching viewers in programming that they love and are passionate about".