BT to sponsor Celebrity Big Brother

BT is to sponsor the second series of Celebrity Big Brother on Channel 4 as part of its drive to convert customers to broadband.

The company is positioning the sponsorship as the first broadband Big Brother and has created a dedicated broadband site where viewers can watch live streaming from the Celebrity Big Brother house for 24 hours a day, seven days a week, as well as live updates from the previous day's show.

Viewers can access the site via a link from the Big Brother web site.

Sponsorship idents, created by St Luke's will use two characters from the current BT Broadband ad campaign, Barbarian and Granny, in a series of different situations. These will appear around the main show on C4 , the 20-hour per day coverage on E4 and also on sister show, Big Brother's Little Brother.

BT is believed to have taken up the sponsorship after O2, which had first refusal on the deal as part of its sponsorship of Big Brother 3, turned it down. A BT spokesman said it wanted a property that would offer compelling reasons for customers to acquire broadband connection.

C4 will be hoping for big ratings from the second series of Celebrity Big Brother.

The identity of the guests remains a closely guarded secret until launch date. Advertisers can expect to pay up to £100,000, a premium of 40%, for a 30-second slot in the final eviction programme. The sponsorship was negotiated by Drum PHD and bought by The Allmond Partnership.

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