Southern Comfort links up with C4 in Big Brother deal

Channel 4 has found a sponsor for its much-hyped forthcoming series Big Brother, after its original deal with a newspaper fell through (Media Business, 5 June).

Channel 4 has found a sponsor for its much-hyped forthcoming series

Big Brother, after its original deal with a newspaper fell through

(Media Business, 5 June).



United Distillers & Vintners’ Southern Comfort is to sponsor the

ten-week series, which will hit TV screens on Saturday 17 July.



The sponsorship - one of the broadcaster’s biggest this year - will run

alongside a PR and promotions campaign for the drink.



The deal was negotiated on behalf of Southern Comfort by MediaVest.



Creative agency D’Arcy has created a series of five-, ten- and 15-second

break bumpers, designed to relate to the unfolding storylines in Big

Brother.



The series is the first fully interactive TV show to be screened in the

UK.



The programme will be broadcast live, 24-hours a day, on a dedicated

website.



Around 40,000 people applied to Channel 4 to take part in the show. The

ten successful volunteers will live in a specially constructed house

where hidden cameras will record their every move.



The series format has aired across Europe, where it was reported to have

attracted a 73 per cent audience share over a nine-month period in

Holland, Spain and Italy.



A newspaper was initially interested in sponsoring the series, but

senior Channel 4 management said they did not want another media owner

sponsoring a programme.



Channel 4’s recent late-night drama series Lock, Stock ... was sponsored

by The Sun.



Graeme Tulloch, brand manager for Southern Comfort at UDV, said:

’Sponsorship has worked well outside the UK but this is the first time

we have sponsored a TV show in this country.’



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