C4 puts O2 at top of Celebrity Big Brother shortlist

POPPY BRECH

August 01, 2002

How long?

3-4 minutes

C4 puts O2 at top of Celebrity Big Brother shortlist

O2 is the frontrunner to sponsor Celebrity Big Brother when it airs in November following the huge ratings and commercial success of the latest series of Big Brother.

As part of its contract with Channel 4 for its sponsorship of the reality show, O2 has first refusal on the sponsorship of the celebrity version.

Sources close to the companies describe the decision to back the next edition of the reality show as a 'no-brainer' for the mobile telecoms brand.

Big Brother reported average ratings of 5.7 million, an increase of 25% share year on year, with high levels of interest among the 16- to 34-year-old demographic. O2 also became the official telecoms partner. During Big Brother 3 more than ten million text messages were sent.

The identity of the stars appearing on Celebrity Big Brother is a closely guarded secret until they enter the house, but mooted candidates include comedians Dawn French and Graham Norton and Radio 1 DJ Chris Moyles.

The first series of Celebrity Big Brother last year was aired in aid of Comic Relief and sponsored by fair trade chocolate brand Dubble.