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The Only Way Is BlackBerry?

BlackBerry has announced it is to partner with Channel 4 for a new reality TV show due to air this summer. The new eight-part series called 'Summer...

BlackBerry has announced it is to partner with Channel 4 for a new reality TV show due to air this summer. The new eight-part series called 'Summer Daze with Blackberry' has been described as a 'structured reality show' in the same way that 'The Only Way is Essex' and 'Made in Chelsea' is presented. The series will focus on young people aged 18-25 at music festivals around the UK.

According to reports,  UK marketing director for Research In Motion (RIM), Richard Ashley, said that the partnership goes to the heart of the BlackBerry brand.

After negative publicity last year during the notorious riots, Blackberry appeared to initially try and distance itself from its younger consumer market - and return back to its business roots. At the time, industry thought leaders saw this as critical in rebuilding the brand's reputation and helping to differentiate itself from the rest of the smartphone melee. 

So how does BlackBerry’s partnership for a reality TV show tie in with the values of its core audience? What do B2B marketers make of the brand's new direction?