www.three.com.au

Network Ten and Australia's most advanced mobile service, 3, today confirmed that 3 would become one of the major sponsors of Network Ten's Big Brother, bringing a new technological twist to the TV show that has gripped fans across the nation since its inception.

As a major sponsor of Big Brother, 3's customers will be able to access up to the minute live footage from the House, receive regular Big Brother alerts, and video message from the housemates - only available on 3 mobiles. They will also be able to download Big Brother 'wallpaper' images and special ring tones, and watch video highlights of the show. These features are the latest in a series of great additions to 3's array of video news, sport, information and entertainment.

As with past years, the exact format and content of Big Brother remains under wraps until the program goes to air. However the technological capabilities of 3's mobile network are sure to create a few unexpected surprises for the new housemates.

Some of the exciting elements of this year's Big Brother, which kicks-off on Sunday 2nd May, that can be revealed now, include new interactive features for fans. Chief among these is Virtual Big Brother. A world first, Virtual Big Brother is based on an SMS trivia game, with fans getting the chance to show off their Big Brother knowledge and compete against one another for a variety of money-can't-buy prizes. 3 has worked closely with Network 10 in developing the Virtual Big Brother concept and will be offering extra rewards and prizes to 3 customers throughout the Virtual Big Brother competition.

Meanwhile, in previous years housemates have had opportunities to receive personal messages from loved ones via video projection. But this year, a 3 handset will be used to deliver pre-recorded personal messages into the House, allowing housemates to view their message in private if they choose.

Peter Burr, 3's General Manager Marketing said: "Over the past three years we have seen the Big Brother phenomenon develop a huge following. 3's integrated sponsorship of Big Brother provides us with a terrific platform to demonstrate how 3's services can bring a new dimension to television and to Big Brother fans' viewing enjoyment."

Andrew Taylor, Ten's Network Sales Development Manager, said: "This is the most integrated sponsorship deal Ten has been involved in. It works on every level: for the program, the fans, the client and their target market. We're delighted to have worked so closely with 3 to incorporate new technology into the Big Brother experience."