Channel 4 has forged its first programme licensing agreement with a high street brand by striking a deal for screenings of Big Brother with the Walkabout bar chain.
The deal was brokered by brand consultancy Keanebrands with Channel 4 and production company Endemol. It will result in Friday night Big Brother evictions being screened live at all 50 UK Walkabout bars from July 9.
Keanebrands has been awarded the licence to broker Endemol production deals with interested retail brands and is talking to other parties. The Walkabout screenings will be followed by a competition in the bars offering customers the chance to win their own party in the Big Brother house. The promotion will be supported with point-of-purchase material in bars from this week.
The ten-week series began on May 28 and the Walkabout screenings begin in week seven. Channel 4 consumer products manager Richard Amos says: “This is the first time Channel 4 has been involved with a licensed retail brand.”
Walkabout brand manager John Clements adds: “It fits perfectly with Walkabout’s brand values, which are about an unrivalled live experience.”
Ratings for last Sunday’s show, which introduced new contestant Becki Seddiki, reached 5.1 million. The show has already generated controversy due to a fracas among housemates during which security guards had to be called.