Carphone leaves BB house
By Dominic White, Communication Industries Editor
Last Updated: 1:01am GMT 19/01/2007
The Carphone Warehouse has ''suspended" its £3m annual sponsorship of Channel 4's Celebrity Big Brother programme following allegations of racist bullying on the reality show.
Charles Dunstone, chief executive of the mobile phone retailer, said the move was prompted by the treatment of the Bollywood star Shilpa Shetty by certain other people in the house.
''Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house," said Mr Dunstone in a statement. ''We are totally against all forms of racism and bullying and indeed this behaviour is entirely at odds with the brand values of The Carphone Warehouse. As a result we feel that as long as this continues we are unable to associate our brand with the programme.
"We had already made it clear to Channel 4 that were this to continue, we would have to consider our position. Nothing we saw last night gave us any comfort. Accordingly we have instructed Channel 4 to remove our sponsorship name and branding with immediate effect."