Launched last week, Malibu presents Boom TV is run in partnership with drinks company Malibu and will play new R&B and urban music as well as air series of music-themed shows during its three-hour slot.
The series models itself on Channel 4's Saturday morning show T4 and will be presented by 1Xtra DJ Twin B and artists Goldierocks and Mr Midas.
Initially planned to run for 12 weeks on Box TV sister channels Kiss and 4Music, the show, which runs from 9pm to midnight on Thursdays, will be promoted through a radio campaign on the channel's sister radio station Kiss and fellow Bauer/Channel 4-owned TV station 4Music as well as via media campaigns on Kiss TV and TotalKiss.com.
Box TV programming director Dave Young says the series, aimed at 18- to 35-year-olds, is shot in a magazine style with a selection of clips, interviews and chat segments. Guests already lined up include Professor Green, Tinchy Stryder, Kano and Roll Deep.
Young adds for the show to appeal to its youth audience Malibu presents Boom TV will also feature a number of chart countdown shows, a new documentary titled Under The Skin and the Being N-Dubz series as well as a 30-minute audience participation feature with the hosts titled Boom 5.
Young suggests the agreement with Malibu is more than just the drinks brand putting its name to sponsorship. "They were prepared to get involved in the funding of the programme and putting their name to advertorial promotions and competitions which will be featured on the show as well," he says.
Young adds that brands involving themselves at this level in a TV show is relatively new and has not been embraced by terrestrial channels. But he says it is an adventurous way for companies to communicate with their audiences.
"I think digital channels have grasped the opportunity a lot more," he says. "The music industry sees it as a great benefit that organisations are providing funding which helps them promote their artists and audiences - especially youth audiences - see it benefiting them, too, and welcome their involvement. It's a win-win situation for all."