[telefan]

Article from media guardian:

Virgin Media's sponsorship idents around this year's Big Brother, which returns on Wednesday, will feature housemates from other versions of the show around the world.

The sponsorship, created by Rainey Kelly Campbell Roalfe/Y&R, will see more than 60 ads running over the course of the series

Under the tagline "For a happy house", the idents will feature Big Brother contestants and carry spoof subtitles promoting Virgin Media products.

Big Brother's strong 18- to 34-year-old audience profile means that the Virgin Mobile brand is to be the most heavily promoted product, but all Virgin Media services will be pushed around the show over the course of the series.

The Big Brother sponsorship package includes branding and advertising opportunities around content distributed on TV, video-on-demand, online, radio and mobile.

Virgin Media has only signed on to sponsor this summer's series of Big Brother but it is understood that the company will be given the first right of refusal on extending its deal.

"One of the things we learned from previous sponsors is that with so much coverage of Big Brother it is easy to end out with a wallpaper effect with idents," said James Kydd, the managing director of marketing at Virgin Media.

"The most successful [sponsorships] add to the show - not just take away from it - and it is definitely worth investing time and effort into doing a decent range of idents," Mr Kydd added.

Virgin Media took on the multimillion pound Big Brother sponsorship contract in March after Carphone Warehouse pulled out of the last year of its deal following the Shilpa Shetty racism row on Celebrity Big Brother in January.

Despite pulling its four-year sponsorship Carphone Warehouse intends to take advertising slots in and around Big Brother 8 and is committed to spending a "large portion" of its annual £5.5m TV advertising budget with Channel 4.

Ident 1:
http://download.guardian.co.uk/sys-v...5/VMbband6.wmv

Ident 2:
http://download.guardian.co.uk/sys-v...contract11.wmv