Fans of Gogglebox – the bizarrely popular British television show which shows people watching, er, television – will be in for a treat this evening: Sony has bought the entire first ad block during tonight's episode on Channel 4. According to a press release, it will use the time to run a live Twitter competition, while showing off a large chunk of uninterrupted Uncharted 4: A Thief's End gameplay.

"We believe Uncharted 4 is the best-looking game ever made, which is a bold statement and one we want to reinforce," said group marketing manager Lauren Bradley. "The ad break takeover with Channel 4 has given us the perfect format for doing so and showing off this extraordinary game to its fullest."

Those who participate in the live competition will be in the running to win a "treasure trove" of PlayStation prizes. The victors will be announced during an ad break later in the show. The partnership doesn't end there, however, as the platform holder has also created some Uncharted-themed idents which will be running on the channel today. It did a similar thing for the PlayStation 4 launch.

Gogglebox may not be the sort of show associated with gamers, but we think that's probably the point. The high ratings programme presumably targets families, and with Sony's comments about the visual fidelity, we reckon that it's probably trying to sell the game to Mum and Dad so that Little Timmy doesn't have to work hard to convince them to purchase a PlayStation 4 for his birthday.