To Celeb, Perchance to Dream

I hear that Channel 4 has signed bed shop Dreams to sponsor Celebrity Big Brother, which returns to our screens next month for the first time since 2007.

Celebrity Big Brother was “rested” last year following the Shilpa Shetty racism row, so it will be interesting to find out if the show can still interact with the Great British unwashed, drive controversy and keep the sponsor away from the tagline “Bad Dreams”.

The show has, in the past, had controversy embedded at its heart but Channel 4 are going to have to be more careful this time round whilst bearing in mind that it would be a PR nightmare if the show is simply boring and risks courting the accusation that the show sends people to sleep and thus has the perfect sponsor.