Virgin Media to sponsor Channel 4's Big Brother

Virgin Media will become the new sponsor of Channel 4's reality racism show Big Brother replacing The Carphone Warehouse who, as I'm sure we previously reported, decided not to renew its sponsorship having pulled its link to the show half way through the last series of Celeb Big Brother because of all the Goody-gate nonsense. Virgin Media's MD of Marketing, James Kydd, said he wasn't overly concerned about the possibility for controversy through association with the increasingly tedious reality show, telling reporters: "Big Brother has always come under the spotlight and courted a lot of attention. Virgin is known for facing challenges head on and we know that our customers enjoy Big Brother because it's the most unpredictable and exciting TV programme there is".