12/17/2007 12:40:00 PM
Virgin Mobile to sponsor Big Brother spin-off
Virgin Mobile will sponsor the latest incarnation of Channel 4’s long-running reality TV show, Big Brother: Celebrity Hijack, which will hit screens on 3 January.
Virgin’s association with the programme began during the last series when it picked up the sponsorship of the format, following Carphone Warehouse’s decision to end its four-year relationship with the series. Carphone ended its partnership with the show after it was tarnished by allegations of racist bullying.
Virgin Media marketing boss James Kydd said: ‘Virgin Mobile is the perfect partner for this special edition of Big Brother as, like it’s customers, the E4 audience and the contestants are particularly young, exceptional and just can’t get enough of BB!’
For the first time, different celebrities will take turns assuming the role of ‘Big Brother’ setting the housemates tasks and talking to them in the diary room.