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Virgin Media new sponsors of Big Brother 8

# 21 March 2007, 12:03 by Cable Forum

In a press release from Virgin Media today, reveals that Virgin Media are to be the new sponsors of Channel 4’s controversial Big Brother 8. The reality tv show, dogged by accusations of racism in it’s recent Celebrity version, enters its 8th series this summer and this new marketing collaboration will see Virgin Mobile getting a prominant marketing push.

David Charlesworth, head of sponsorship at Channel 4, said:

“We share so much with Virgin in both brand and business so look forward to pooling our expertise to create a ground breaking sponsorship.”

James Kydd, managing director of marketing at Virgin Media, added:

“We’re a pioneering and innovative company so it made sense to create an alliance with a show that has genuinely changed the face of TV.

We want to take the show to the next level by engaging viewers and pushing the boundaries of interaction across platforms in a way never seen before.

Big Brother has always come under the spotlight and courted a lot of attention. Virgin is known for facing challenges head on and we know that our customers enjoy Big Brother because it’s the most unpredictable and exciting TV programme there is.”

Big Brother 8 begins in May this year.

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