Between the Lines: Has BT signed a good deal?

BT's decision to sponsor Deal or No Deal is a sound one (page 1). The programme has an intrinsic association with a telephone - the banker always rings Noel Edmonds with his offer - and BT's Talk Talk rival has been busy with high-profile sponsorships including Big Brother.

But it's a sign that advertisers are too risk-averse that it has taken until now to find a sponsor. They have waited until Deal or No Deal has achieved semi-cult status before biting; procrastination that has enabled Channel 4 to secure an impressive £5 million for the sponsorship.