Big Brother's return on Channel 5 will see a number of product placement opportunities, it has been revealed. Nick Bampton, head of commercial sales at the channel's owner Northern & Shell (N&S), said that the series would also be used to "cross promote" their other products and publications.
As well as Channel 5, N&S - headed up by Richard Desmond - own OK! magazine, New! magazine, star, the Daily Star, Daily Express and a number of 'adult' channels such as Red Hot TV and Television X.
According to The Independent, bosses want to tie all of their products together with the return of Big Brother next month.
Nick Bampton told the newspaper: "Product placement is like a really golden nugget and if it's used with other components such as spot advertising, sponsorship, features in the newspapers and magazines and online as well then the whole value of it is increased.
He added that Big Brother was currently looking at "a number of different partnerships" for the upcoming series.
Paid product placement was made legal in the UK back in February, however shows must show a special 'P' sign before and after segments where a company has paid to feature their product.