participants”.In a press statement, the company said: “Our concern has rapidly mounted about the behaviour of individuals within the Big Brother house. We are totally against all forms of racism and bullying and this behaviour is at odds with our brand values. Nothing we saw last night gave us any comfort. We have instructed Channel 4 to remove our sponsorship name and branding with immediate effect."
The Guardian reports that Carphone Warehouse founder and chief executive Charles Dunstone has spoken to the Channel 4 chief executive Andy Duncan.
UK media regulator Ofcom has received around 19,300 complaints, but Channel 4 says "to date there has been no overt racial abuse or racist behaviour directed against Shilpa Shetty."
"However there has undoubtedly been a cultural and class clash between her and three of the British females in the house," the channel said in a statement.
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