Between the Lines: Virgin's Big Brotherly love

Virgin Media's decision to sign as the sponsor of Big Brother 8 seems like a match made in heaven (page 2). The Virgin Mobile brand is one that will benefit from Big Brother's edgy content; after all, it rushed to sign Kate Moss after her drug-snorting expose in the Mirror.

But additionally, the interactivity of the Big Brother format is a good match for any ambitious media owner. Big Brother is active online, it revolves around phone voting and has a high TV audience penetration. If Virgin Media wants to convey its wide media credentials, Big Brother is a very appropriate vehicle.