Virgin Mobile signs onto Big Brother

by Isabella Piasecka, Media Week 13-Dec-07, 14:45

LONDON - Virgin Mobile has been unveiled as the exclusive sponsor of E4's Big Brother's spin-off series, Big Brother: Celebrity Hijack, which airs in January.

The mobile operator, part of communications outfit Virgin Media, will showcase new versions of the idents that it created for Big Brother 8 earlier this year. The idents will feature archive footage from worldwide Big Brother shows with "twisted" sub-titles to highlight Virgin Mobile's new Bonus Minutes tariff and partner Samsung's handsets.

The idents, created by RKCR/Y&R, will also run on all Big Brother: Celebrity Hijack programming on the 4-on-Demand (4oD) service, as well as Virgin Media's VoD platform.

Virgin Mobile-branded, half-hour Big Brother: Celebrity Hijack podcasts will be available to download via virginmedia.com, 4Radio, iTunes and E4.com.