Channel 5 Gets Ready To Roll Out New Big Brother

Having acquired rights to Endemol’;s reality format Big Brother for the next two years, Richard Desmond-owned Channel 5 has started drip-feeding information into the market about the look of its upcoming version (due in August).

New details revealed this week include the names of the hosts (Brian Dowling and Emma Willis) and a revamped version of the famous eye logo, created by Channel 5”s design team in tandem with consultancy Hello Charlie.

Commenting on that, Jeff Ford, Channel 5′;s director of programmes, said: “The new branding is something that symbolises Channel 5′;s values – straight-talking, direct and not afraid to be different… the branding for the show will set the tone for the series.”

Big Brother was last seen on Channel 4, which aired over 1000 episodes before calling it a day in 2009 after 11 regular series. C4 made a fortune from BB, but dropped the franchise after audience slid from a high of 8 million to 2 million for BB11.

It’;s not clear yet whether there is an audience appetite for the show to be revived. But Channel 5 does at least have the benefit of promotional support from the Daily Star, Daily Express and OK, print titles which belong to Desmond’;s media group.

One area to watch will be how racy the Channel 5 version of the show will be – particularly in light of recent reality hits like The Only Way Is Essex and Geordie Shore. Another will be the use of product placement. Channel 5 recently said it plans to expand its activities in this area, working in partnership with Desmond’;s print titles. BB is an obvious platform for brand integration activity.

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