[michael21]

http://www.broadcastnow.co.uk/news/b...031026.article

Big Brother will see the first ever product placement in its history following a deal between Touchstone Pictures and Channel 5.

The studio has agreed an integrated campaign which will see the housemates sit down to view forthcoming film Fright Night before it is released generally on 2 September. The screening will be carefully managed to ensure it forms part of the show’s editorial and does not break Ofcom’s strict guidelines.

A supporting competition, to launch during tonight’s show, will enable fans to watch the film along with the housemates.

The integrated deal, brokered by media agency Carat, will also see the film and the competition promoted via bespoke TV ads, in Northern & Shell’s print titles and via its online properties.