Every Underdog will have their day: Josh Must Win on E4

By Tom Patterson, Senior Commercial Development and Sustainability Lead

The Underdog: Josh Must Win

This blog post has been guest written by Tom Patterson, Senior Commercial Development and Sustainability Lead at Channel 4.

Channel 4 exists to create change through entertainment. Like JAA for over 40 years we’ve been a British success story championing the underdog, we’re not for everyone and we share a passion for innovation and taking bold steps.

Today (Monday 25th March) sees the launch of THE UNDERDOG: JOSH MUST WIN on E4. We’ve thrown out the reality show rule book, by giving four celebrities their toughest TV role yet.

This amazing new show sees a larger-than-life cast compete in a popularity contest, which they believe is called “The Favourite” hosted by Nick Grimshaw. However, amongst the players there is an underdog no one is expecting. His name is Josh. But who is Josh and why is he so important?

Whilst all the players (including Josh) believe they are battling it out to be the most popular, and win a cash prize on The Favourite, what none of them know is that living next door is a group of celebrities, masterminding their own game of strategy. Reality legends Amber Rose Gill, Vicky Pattison and Pete Wicks, will use their expertise and strategy to ensure that JOSH. MUST. WIN. 

An uncanny on-screen representation of the great commercial work C4 and JAA have collaborated on to ensure the underdog will have their day. From Cats Protection partnering Mog to champion feline welfare, using C4 news to drive donations to the Disaster Emergency Committee, or using Gogglebox to…well watch this space for our next exciting collaboration.

For both C4 and JAA, it’s never about the size of your budget; it’s all about the scale of your ambition. Every underdog will have its day. And let’s hope Josh has his. Stream on 4 to find out!