Channel 4 is gearing up to launch a huge marketing campaign for new US drama Lost.

The cult show, which follows a group of survivors after their plane crashes on a mysterious island, has been a ratings success in the States, where it draws more than 16 million viewers each week.

C4 originally planned to air the series in the UK from January, but then decided to postpone transmission until the summer following the success of another new US drama, Desperate Housewives. The network was also keen to hold back in order to get the cast involved in the promotional campaign, which was shot on location in Hawaii last week.

Describing the show as "very important" for Channel 4, a spokeswoman told Digital Spy: "Everyone will know about it once the campaign starts."

Lost is now due to air from "early August" in a primetime slot; most likely the current Wednesday, 10pm slot occupied by Desperate Housewives.