Ed Sheeran is to star in the world’s first full-length interactive music TV advert.

The first advert will air on E4 on Thursday just before 7pm, when “The Big Bang Theory” starts, and will feature the singer explaining the concept of the ad.

Fans will be able to vote which of two songs from Sheeran’s new album “X” he will perform at the end of the program.

Whilst “The Big Bang Theory” is airing, viewers will be able to vote on Twitter with hashtags being monitored in real time.

Sheeran will then perform the winning track acoustically in one take at the end of the show.

Sheeran said: "For me, this is a really cool way to show songs from the album that fans will have never seen performed in this way before.

"It gives my fans the chance to decide [which song] from the new album they want to see most. Their involvement is really important to me."

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