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Sponsor evicts C4's Big Brother | Sponsor evicts C4's Big Brother |
(10 minutes later) | |
Carphone Warehouse has dropped its £3 million sponsorship of Channel 4's Big Brother in the wake of the row over alleged racist bullying in the show. | Carphone Warehouse has dropped its £3 million sponsorship of Channel 4's Big Brother in the wake of the row over alleged racist bullying in the show. |
The firm temporarily suspended its sponsorship during the Celebrity Big Brother series in January. | The firm temporarily suspended its sponsorship during the Celebrity Big Brother series in January. |
It followed allegations that Bollywood actress Shilpa Shetty was being bullied by fellow contestants. | It followed allegations that Bollywood actress Shilpa Shetty was being bullied by fellow contestants. |
The firm said the "huge publicity" had prompted it to look for alternative sponsorship opportunities. | The firm said the "huge publicity" had prompted it to look for alternative sponsorship opportunities. |
Channel 4, which had been hopeful Carphone Warehouse would sponsor this summer's series, said it is now in talks with other companies to find a new sponsor. | Channel 4, which had been hopeful Carphone Warehouse would sponsor this summer's series, said it is now in talks with other companies to find a new sponsor. |
The company said it would continue to advertise during Big Brother commercial breaks and on the show's website, and would work with Channel 4 on other projects. | The company said it would continue to advertise during Big Brother commercial breaks and on the show's website, and would work with Channel 4 on other projects. |
International outcry | |
The sponsorship deal had been in place since 2003, but was put on hold after the show sparked an international outcry. | |
Tens of thousands of viewers complained about the way TV star Jade Goody, model Danielle Lloyd and singer Jo O'Meara treated Shetty in the reality show's celebrity version. | |
All three contestants have since denied racism and have apologised for their actions. | |
At the time, the firm's chief executive Charles Dunstone said: "Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house. | |
"We are totally against all forms of racism and bullying and indeed this behaviour is entirely at odds with the brand values of the Carphone Warehouse." |
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