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The deal will not affect the voting process on the show, because text voting has now been abolished, but is meant to provide Virgin Mobile customers with a means to contact other mobile users during the broadcast.

The series, which starts at 9pm on Channel 4 tonight and is hosted by Davina McCall and Dermot O'Leary, has been the subject of press speculation today. All 12 housemates are, initially at least, reported to be women, with: a member of the Women's Institute; a protester; a former lapdancer; the oldest housemate to date; a nanny; and a child genius all named as being on the list of the housemates in The Sun today.

The company's site is launching 'Fantasy Big Brother' on May 31 and the portal will also feature exclusive updates from celebrity video columnists and bloggers.

The site will also offer an insight to eviction night through an exclusive interview with each housemate as they depart the show. Those accessing the site can watch 24 hours of live streaming of the show and also gain access to videoclips.

Meanwhile, Virgin Mobile Bites, the network's mobile video service, will be delivering a comprehensive mobile content service throughout the series. The Wap site is available to all Virgin Mobile customers and includes news, interviews, profiles, quiz, chats, downloads and competitions.

Virgin Media and Virgin Mobile will be taking staff, customers and competition winners to Elstree Film Studios on eviction nights and running giveaways in the national media, which includes VIP access for winners on the night.

Virgin will also be touring the famous Diary Room Chair in a mobile diary room around its own offices and Virgin Megastores, so that staff and customers can air their own views on 'Big Brother 8'.

As part of the brand activity, Virgin Mobile is giving each evictee, runner-up and the eventual winner a U600 mobile phone from Samsung, the official handset provider.

James Kydd, managing director of marketing for Virgin Media, said: "Virgin Media and Mobile are making the most of their sponsorship of the daddy of all reality shows and look forward to giving customers a fantastic service during the run of the show."