By Fionna Ramsay, marketingmagazine.co.uk, 22 December 2008, 2:30pm

Channel 4 awards web advertising for Celebrity Big Brother to eType

LONDON - Channel 4 has farmed out its display advertising for the 2009 Celebrity Big Brother website to ad platform eType following a year of controversy in 2007 which led to the series being rested last year.

eType will handle all the display advertising for the site at channel4.com/bigbrother, which launches on 28 December, in advance of the new TV show launching on 2 January.

The show will run for three weeks and the online destination will be the first stop for fans looking to get all the updates from the house.

The site will offer official news, video clips and round-ups of the day's action available anytime.

eType said it hoped the Celebrity Big Brother contract would mark the start of a long-term relationship with Channel 4.

Ed Couchman, group commercial manager Channel 4 New Media Adsales, said the deal would ensure the ads viewers see are ‘both non-intrusive and appropriate'.

The move follows Channel 4's deal with Dreams, the bed retailer, to be exclusive sponsor of Celebrity Big Brother 6.

Dreams, will sponsor of the all the main shows on Channel 4, E4 streaming, E4 spin off shows Big Brother's Big Mouth and Big Brother's Little Brother, the main Big Brother site on Channel 4.com, TV and PC VoD, as well as licensing to use the Celebrity Big Brother Eye in store and in media promotions.