Article on the return of BB in the Independent

[daniel-lewis-1985]

http://www.independent.co.uk/news/media/tv-radio/fives-star-treatment-the-return-of-celebrity-big-brother-6284982.html

[Petershaw1984]

Thanks for posting

[Omah]

Dirty Desmond's mantra could be "Never Mind The Quality, Feel The Width" ..... :rolleyes:

http://www.independent.co.uk/news/media/tv-radio/fives-star-treatment-the-return-of-celebrity-big-brother-6284982.html

D-list personalities and their daily exploits are the sole property of Richard Desmond and a burgeoning media empire, which is raising cross-promotion to a new art.

It is Desmond's ability to create his own stable of micro-celebrities, who star in bespoke Channel 5 shows, which are then plugged relentlessly through the pages of his newspapers and the company's weekly gossip magazines OK!, New! and Star, which is strengthening N&S's hand in the media marketplace.

Amy Childs, already a tabloid star, manufactured by the ITV2 reality series The Only Way Is Essex, quit to sign a "360 degree" deal with Desmond. Childs was "laundered" through Celebrity Big Brother, a tainted Channel 4 brand snapped up by Channel 5 for £20m to serve an average audience of 2 million – despite Desmond's prediction of 20 million – alongside fellow contestants Bercow and Katona.

Childs then became a columnist on New! magazine, where she broke the news that she was about to star in her own Channel 5 series, It's All About Amy!.

The Express and Star papers, which placed Celebrity Big Brother on the front every day during its run, found plentiful opportunities to show the "vajazzle queen" in revealing outfits.

These "synergies" are part of Desmond's Apple-influenced plan to create cross-media deals with advertisers across his newspapers, magazines and Channel 5. N&S's commercial partners are invited to have "editorial involvement" in the company's products, to ensure that they are closely tailored to the advertisers' target audience.

Paul Ashford, editorial director at N&S, told The Independent: "The newspapers, magazines and television, everything is co-ordinated. We are creating our own celebrities through Celebrity Big Brother."

As Murdoch might say "Using the media to market to mugs" ..... :idc:

[Omah]

Not many contributors to the thread - presumably because the title is misleading ..... BB is just used as a lever to expose Desmond's integrated media manipulation mechanisms ..... ;)