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Main sponsor pulls out of Big Brother

The sponsor of Big Brother, Carphone Warehouse, said it was suspending its sponsorship of the current series, saying it did not want its name associated with claims of racist bullying.

DNA Web Team

Updated : Nov 19, 2013, 11:17 PM IST

LONDON: The main sponsor of the British reality television show at the centre of a racist bullying row said Thursday it was suspending its backing for the show.

Mobile communications retailer Carphone Wareshouse said it had told broadcaster Channel 4 to remove its name and branding from the programme Celebrity Big Brother with immediate effect.

Complaints over a number of fellow contestants' treatment of Bollywood film star Shilpa Shetty have escalated to the diplomatic level with senior Indian and British politicians weighing in on the controversy.

"Our concern has rapidly mounted about the broadcast behaviour of individuals within the 'Big Brother' house," said Carphone Warehouse chief executive Charles Dunstone.

"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 made it clear to Channel 4 that were this to continue, we would have to consider our position.

"Nothing we saw last night (Wednesday) gave us any comfort. Accordingly, we have instructed Channel 4 to remove our sponsorship name and branding with immediate effect."

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