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Channel 5 begins selling commercial opportunities for Big Brother

Advertising deals for the show are potentially worth £25m.

Channel 5 has begun negotiations with media agencies over Big Brother commercial opportunities, with advertising deals potentially worth £25m.

Having last week received a primer detailing the commercial opportunities for Big Brother, media agencies now have until 6 May to secure deals with Channel 5.

From product placements to commercials, telephone and sponsorships, the reality show's new broadcaster could potentially raise more than £25m from such deals, according to head of vision at MPG, Chris Allen.

"The show will allow advertisers to engage with a hard-to-reach audience, a younger audience, and retail clients could well find the scheduling of the series in the run-up to Christmas a very attractive proposition", he said.

Production company Endemol's long-running show was recently acquired by Channel 5 in a 2-year contract worth £200m. Big Brother had previously been shown on Channel 4 since its first season in 2000.

Agencies attracted to the reality show's youth audience could also tie-in to other media assets of the channel's owner. Richard Desmond has an estimated personal wealth of £950m and is the owner of publisher Northern & Shell, with a roster of newspapers and magazines including the Daily Express, Sunday Express, Daily Star and OK!.

Alice Gribbin is a Teaching-Writing Fellow at the Iowa Writers' Workshop. She was formerly the editorial assistant at the New Statesman.