Channel 4 are going to shut down their popular youth channel E4 on election day, in an attempt to persuade more young people to vote.
E4 has a reach of about 8.7 million 16-34 year olds every month.
The channel which is home to shows such as How I Met Your Mother and The Big Bang Theory, will shutdown on May 7th from 7am when polling stations open until 7pm.
Viewers tuning in will see a character called Darren sitting in the channel’s control room having turned it off.
Dan Brooke, Channel 4’s Chief Marketing and Communications Officer said: “Less than half of under-25s voted at the last election so we’ve engaged the most powerful weapon that we have at our disposal to try and boost that number – switching off their favourite TV channel for the day!”
Video By E4