Maverick TV, the production company behind reality shows Ten Years Younger and How to Look Good Naked, has briefed the agency to launch ideasforlive.tv to the national and regional press.
Hot Cherry will also use virals from the web channel to create an online word-of-mouth campaign on blogs and social networks.
The website includes videos of live scientific research, including a University of Warwick diabetes study, and footage of cars powered by bioethanol.
Hot Cherry will capitalise on media interest in Science Week, which launches today (7 March).
The agency launched 'dot comedy' Where are the Joneses? last year, promoting the online TV show to the consumer and lifestyle media (PRWeek, 25 July 2007).
The interactive sitcom was developed by comedian Steve Coogan's production company, Baby Cow.