Southern Comfort, sponsors of the Big Brother TV programme, and The Sun, self-proclaimed ‘Big Brother newspaper’, have struck a deal to sponsor the short messaging service update on the TV show.

The SMS, updated every couple of hours, keeps users informed of the latest activity in the Big Brother house, which is under 24-hour camera surveillance.

The deal was brokered by Mediavest, Southern Comfort’s media-buying agency, and marks a move onto the web by the newspaper. “This is a media first for The Sun”, said Richard Web, general manager of News Group Media, “and reflects our commitment to integrated on- and off-line sales”.

The show, which comes to an end on Friday, has become a ubiquitous topic of conversation both in tabloids and broadsheets, and is seen to be popular with the youth market.

News Source: CampaignLive (UK)