Virgin is to sponsor Big Brother on 4oD

by Media Week, Media Week 10-Jul-07

Virgin has launched sponsorship pre-rolls on 4oD, making it the first commercial partner of the on-demand television service.

Virgin Mobile and Virgin Media have signed a deal to advertise around
Big Brother content in addition to sponsoring the show on Channel 4, E4,
channel4.com, 4Radio and 4oD. This is now Channel 4's largest

cross-platform sponsorship agreement.

The 10-second "Happy House" sponsorship creative, featuring Big Brother
contestants from around the world, will go out before the show on 4oD.
It is the same ad used before the reality TV show across Channel 4's
spectrum of channels.