Big Brother Set For Blanket Coverage
Channel 4 has revealed the schedule for the first week of Big Brother 3, which launches this Friday. As well as a new house, new viewing options will mean that viewers will be able to keep an eye on contestants for almost 24 hours a day on digital TV, as well as in public places via plasma screens.
Friday’s first show on Channel 4 will be the first time viewers see the contestants entering the Big Brother house live. The hour-long programme will be sandwiched between a launch night special of Big Brother’s Little Brother from 8.30-9pm and Big Brother Live from 10pm through until 3.30pm on Saturday, both on E4.
From thereon in, there will be daily doses of an hour to an hour and a half of the day’s footage on Channel 4, while true addicts will be able to see both Big Brother’s Little Brother and large chunks of live action (or perhaps inaction as it goes through the night) on E4. This year an interactive option has been introduced, which means that digital viewers will be able to choose to watch almost 24 hours per day, choosing between two live feeds, highlights from the previous 24 hours and classic moments from the current season.
Those seeking to escape by going outdoors may find their efforts thwarted as well: last week Channel 4 revealed its marketing campaign for this year’s series, which includes the use of a network of giant plasma screens throughout the UK in shopping malls, bars and train stations, airing a live stream. The channel also plans having screens installed in restaurants, while last week Translucis announced a deal with Channel 4 to broadcast footage on its screens in bars and clubs (see Translucis Brings Big Brother To Bars And Clubs).
More conventional marketing will include the first use by a broadcaster of ten new UV poster sites around London, which, along with Golden Square sites, have begun carrying unbranded posters of the Big Brother eye motif, updated this year from its black and white stripes to concentric coloured circles (see above). Posters carrying the Channel 4, E4 and sponsor logos will go up on 48 sheet sites across the UK and a press campaign will launch on the first day of transmission.
The campaign strategy was devised by Channel 4 with Michaelides and Bednash, the creative agency is Foundation 33 and the media was bought by OMD/Outdoor Connection.
Channel Four: 020 7396 4444 www.channel4.com
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