BT Group Newsroom

BT partners with ITV across Coronation Street and Emmerdale in landmark brand collaboration

Mon, 12 Oct 2026 16:54:52 +0100

Created with WPP Media’s OpenConnect, the partnership embeds BT naturally into two of Britain’s most-loved soaps through set integrations, bespoke ads and storyline-led reactive spots.

The dual soap product placement deal will embed BT naturally into the worlds of Coronation Street and Emmerdale over the next 12 months.
The first-of-its-kind creative execution combines bespoke partnership ads and in-show integration, with ads featuring elements from both soaps and airing in the break that connects Emmerdale and Coronation Street.
Four bespoke ads featuring BT employees demonstrate how the company helps keep Britain connected, bringing to life its award-winning mobile and broadband networks alongside its support for 999 services, cyber security, and small business support.

LONDON, 12 October 2026 - BT is bringing its new brand platform, ‘Behind Brilliant Things’, into the heart of British culture through a creative partnership with ITV that will see the brand woven into the worlds of Coronation Street and Emmerdale over the next 12 months.

This first-of-its-kind partnership unites two of the UK’s best-loved soaps with the UK’s best network in a shared ambition to champion the brilliant things that keep the country connected. It brings together several industry-leading firsts and marks one of ITV’s most ambitious creative brand collaborations to date. This dual soap product placement deal is the first time a brand has united Coronation Street and Emmerdale in one bespoke partnership ad featuring elements from both programmes.

‘Behind Brilliant Things’ shines a light on the vital role BT plays in keeping homes, businesses and vital public services connected and protected every day, across every corner of the country. From powering the nation’s emergency services network to helping stop more than four million scam attempts every day, the campaign showcases the technology and people behind everyday life.

The partnership includes four bespoke ads, created by ITV, set against the backdrop of both programmes, each highlighting BT’s roles in society using BT employees and the sound of the BT Speaking Clock.

Across the next 12 months, BT will become a familiar presence in Coronation Street and Emmerdale with broadband routers in the Rovers, WiFi signage in the Woolpack, bus stop posters, BT vehicles and other products and services integrated naturally into the settings viewers know so well.

Reactive spots will evolve in line with key soap storylines, while cast-led social content will give audiences a closer look at the communities, stories and production of both programmes. BT has also secured licence rights to use the Coronation Street and Emmerdale logos across selected platforms.

Helen Whetton, Brand and Marketing Director at BT, said: “Millions of people rely on BT every day, often without even thinking about it. We’re there in the background, connecting homes, businesses and communities and helping everyday life keep moving. Coronation Street and Emmerdale have been part of British life for generations, telling stories about communities people know, recognise and care about. That shared connection to everyday Britain makes this partnership feel completely natural and gives us a powerful way to champion the people, communities and moments behind brilliant things.”

Bhavit Chandrani, Director of BE Studio at ITV, said: "We’re delighted to bring BT into the worlds of Coronation Street and Emmerdale in what is one of our most ambitious brand partnerships to date. Both shows are built on everyday moments and authentic stories, making them a natural space for BT as they launch their ‘Behind Brilliant Things’ platform. From in-show integrations to bespoke adverts linking both soaps, it’s a great example of how BE Studio brings brands closer to our content with innovative, multi-platform executions that help build real, lasting connections with audiences."

Rebecca Marshall, OpenConnect Senior Vice President at WPP Media, added: "The strongest brand partnerships are the ones that feel like part of the story. By bringing BT's ‘Behind Brilliant Things’ platform into the trusted worlds of Coronation Street and Emmerdale, we've created a collaboration that blends seamlessly into the viewing experience while demonstrating the vital role BT plays in everyday life. It allows BT to show not just what the brand does, but how its networks, technology and people help communities, businesses and services across Britain thrive."

BT TV – bringing entertainment and broadband together in one seamless experience for BT customers

Thu, 01 Oct 2026 09:30:00 +0100

BT today announces BT TV, which will be available from 15 October, with a clear purpose: to make entertainment and sport simpler for customers. Bringing together live TV, streaming services and premium content in one place, powered by BT's award-winning broadband, BT TV delivers a seamless experience for households who value trust, reliability and simplicity.

The launch marks an important milestone for the BT brand, completing its connected offering across broadband, TV and mobile. Customers can now bring all three services together with a provider they know and trust, making it easier to stay connected, entertained and in control.

BT TV also reflects BT’s broader strategic commitment of serving different customer needs through its family of brands. With more ways to watch than ever before, many households now juggle multiple apps, subscriptions and devices to access the content they love. BT TV cuts through that complexity by bringing live TV, streaming services and premium content together in one place, making it easier for customers to discover, access and enjoy their favourite entertainment and sport content.

What sets BT TV apart from the rest of the industry is that it is one of the only providers to bring live sport, live TV and streaming together in one place, while also giving customers the freedom to choose the viewing experience that works best for them.

The BT TV Box Pro combines the convenience of streaming with the ability to pause, rewind live TV and record over 600 hours of TV, so you never miss a moment. For those who prefer a simpler streaming experience, the compact BT TV Box Edge makes it easy to access and save favourite on-demand and catch-up shows. Combined with a single search experience that brings content from multiple services together in one place, BT TV helps customers find the entertainment and sport they love more easily, so they can spend less time searching and more time watching.

Luciano Oliveira, Managing Director Products, Consumer, BT, said:

Finding something great to watch shouldn’t mean navigating a maze of apps, subscriptions and devices. We’ve designed BT TV to bring customers’ entertainment and sport together, making it easier to find what they love, and giving them the freedom to watch live, record their favourites and catch-up when it suits them. Combined with BT broadband, it gives customers a simpler, more complete connected experience from the provider they know and trust.

As television continues to evolve and more viewing moves online, customers are looking for easier ways to find and enjoy the content they love. BT TV has been designed to meet that need, combining entertainment, sport, connectivity and intuitive features in one seamless experience, while supporting the future of television in the UK.

BT strengthens broadband leadership by putting online security at the heart of new campaign

Tue, 22 Sep 2026 09:44:00 +0100

New brand campaign highlights BT Broadband’s leadership in advanced threat protection, helping British households stay safer from scams and other online threats

BT is launching its first major campaign since the brand relaunched in May with ‘Behind Brilliant Things’, strengthening its broadband leadership by highlighting its superior online protection credentials.
The campaign highlights how BT Broadband helps protect customers from scams, malware and other online threats, giving them greater confidence at home and on the move.
Following recent recognition as the UK’s best broadband by Ookla¹, the campaign explains how BT Broadband’s advanced threat protection - Hub Threat Protect and Cyber Threat Protect - keeps customers safer online.
Created by Uncommon, the work will run across TV, out-of-home, radio, social and digital, with media planned and bought by OpenConnect, part of WPP Media and out-of-home agency Posterscope.

BT today launches its first major brand campaign since the brand relaunched in May with ‘Behind Brilliant Things’. Created by Uncommon, with media planned by WPP Media’s OpenConnect, the campaign will run across TV, out-of-home, radio, social and digital to show households across the UK how the UK’s best broadband helps keep them protected, connected and confident online.

The campaign builds on the ‘Behind Brilliant Things’ platform by bringing the role of broadband protection into sharper focus and showing how BT is ‘Protecting Brilliant Things’ for customers, keeping them safe every day from online threats. With more daily tasks, entertainment, work, learning and communication taking place online, BT is positioning advanced protection as an essential part of a quality household broadband connection - not an optional add-on.

BT's advanced threat protection combines Hub Threat Protect and Cyber Threat Protect to deliver both network and device-level protection. Together they help customers stay safer online, with Hub Threat Protect currently blocking more than 10.36 million threats every month and Cyber Threat Protect having blocked more than 2 million threats since launch.

The campaign creative has been led by Uncommon, and launches with a 30s film; the ad follows Yorkshire’s Wharfedale Bee Keepers Association as its members deal with the very real threat posed by invasive hornets. Told through an authentic documentary style, the film uses one of the UK’s most passionate communities as a metaphor for BT’s advanced threat protection - drawing a meaningful parallel between protecting a hive and helping protect the connected home.

Helen Whetton, Brand and Marketing Director at BT, said: “Nobody understands and serves British communities quite like BT. Building on the hugely impactful BT relaunch earlier this year, this campaign celebrates the brilliant things those communities do every day, while shining a light on how BT Broadband helps households stay connected and protected. Our advanced threat protection combines Hub Threat Protect and Cyber Threat Protect, delivering network and device-level protection to help keep customers safer online and giving them greater confidence to get on with the things that matter most.”

Josh Tenser, Executive Creative Director, Uncommon Creative Studio, said: "It's a privilege to be rebuilding such an iconic brand by documenting modern British life in a new and cinematic way. We wanted these films to be the gold standard of "hard working" product messages by embedding them in soulful, visually stunning portraits of real British communities".

Kate Rowlinson at WPP Media’s OpenConnect, said: “This campaign is all about making online protection feel real and relevant to households across the UK. By combining high-impact media with trusted environments across TV, OOH, radio, social and digital, we've been able to bring the risks that people face online to life, while showing how BT Broadband helps keep customers connected, protected and confident every day.”

Creative agency: Uncommon Creative Studio
Production company: Uncommon Creative Studio
Director: Elena Heatherwick

Notes to editors

¹ BT and EE score historic double award win as studies reveal UK’s best connectivity, BT Group Newsroom, 4 August 2026: BT Group Newsroom award-win release.
BT Broadband includes advanced threat protection designed to help customers stay safer online. This includes:

· Hub Threat Protect (included for new customers with a Smart Hub 3) helps protect the home network by helping block suspicious and malicious activity before it reaches devices connected to the home Wi-Fi.

· Cyber Threat Protect provides device-level protection, helping safeguard personal devices against scams, malware and other online threats.