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LONDON – Channel 4 is on the lookout for promotional brand partners for 'Big Brother 6', including soft drinks, snacks, alcohol, confectionery and retail campanies.

Consumer Products, the division under Channel 4's commercial arm 4 Ventures responsible for attracting partners, is looking to extend the promotional and licensing arena of the reality TV show.

This year, 'Big Brother 5' sponsors included Talk Talk, Carphone Warehouse's fixed-line telephony service, which had more than 50 creative spots before the shows and during ad breaks.

There had been some concern that this year's Big Brother would fail after last year's outing was dubbed a flop, but the antics of this year's contestants led to record ratings with 9m tuning in to watch Portuguese transsexual Nadia win.

Richard Amos, consumer product manager for promotions and merchandise at Channel 4, said: "We look forward to meeting brands and agencies to exchange ideas and develop a multimedia platform for 'Big Brother' next year."

Walkabout, the Australian-themed bar chain, acquired a licence to be the official eviction venue where it screened eviction shows every Friday and offered customers the chance to win a place at Channel 4's party in the 'Big Brother' house.

Joe Mahoney, head of commercial development at Channel 4, said: "I am very excited about captivating our audience still further as we extend the promotional and licensing arena with new partners."

Article from Brand Republic