Channel 5 shakes up marketing for Big Brother

Channel 5 has parted with its marketing controller Zoe Harris and is set to restructure its marketing team ahead of the launch of Big Brother later this month.

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Harris leaves the company after just four months in the role. She joined from MTV to make more innovative use of owner company Northern & Shell’s inventory, which includes The Daily Express and OK! magazine, to promote the Channel 5 brand and its shows.

The restructure highlights the importance of the Big Brother franchise to Channel 5, which it bought from Endemol earlier this year in a two year deal reported to be worth £200m.

A spokesman for Channel 5 says: “As we get closer to our launch of Big Brother and move into year two of Northern & Shell ownership, we are making changes to the structure of our marketing team based on what we feel the business requires for the future.”

Channel 5 is set to use Facebook as a voting platform for the first time when Big Brother launches on the channel later this year.

The broadcaster has set aside a budget for a dedicated social media strategy around the show, which will include video footage on the programme’s Facebook page, real-time news and video updates.

Former Big Brother broadcaster, Channel 4, said earlier this year that it is to launch a raft of new commissions to bring a sense of “mischief” and “risk” back to the channel, to plug the gap left by the reality show.

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