Is it bullying, racism or just a another show business?
LONDON, England (CNN) -- Mobile phone giant Carphone Warehouse has suspended its sponsorship of TV's "Celebrity Big Brother" as a result of row over the alleged "racist" treatment of an Indian actress.
The company ordered Channel 4 to remove its name and branding from the program with immediate effect.
The move came after Wednesday night's episode saw an escalation of alleged racist bullying directed at Bollywood star Shilpa Shetty.
Carphone Warehouse chief executive Charles Dunstone said in a statement: "We are totally against all forms of racism and bullying and indeed this behavior 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 program.
"We had already made it clear to Channel 4 that were this to continue, we would have to consider our position.
"Nothing we saw last night gave us any comfort. Accordingly, we have instructed Channel 4 to remove our sponsorship name and branding with immediate effect."
Earlier, Shetty spoke for the first time of her fears that she is the victim of racism in the "Celebrity Big Brother" house.
The 31-year-old actress has been repeatedly reduced to tears during the show by fellow female contestants who have mocked her cooking and her accent, and have called her a "dog."
One contestant said Indians were thin because they undercooked their food.
After footage of another row was broadcast on Wednesday night, one contestant told Shetty: "I don't think there's anything racist in it." Shetty replied: "It is, I'm telling you."
Channel 4 insisted there had been "no overt racial abuse or racist behavior."
Indian newspapers' splashed the story across their front pages for a second day Thursday and TV news channels ran clips of Shetty crying.
A Hindustan Times newspaper editorial said "attacks on her (Shetty) show that racism is never really far from the surface."
The row has drawn in British Prime Minister Tony Blair and other top politicians.
Blair told parliament that "we should oppose racism in all its forms." Opposition leader David Cameron urged viewers to switch off in protest and Northern Ireland Secretary Peter Hain said the attacks on Shetty were " grubby racist behavior."
Chancellor Gordon Brown -- who is on a trip to India -- said the alleged racist remarks on the show were "offensive."
Earlier, protesters burned effigies of the show's organizers on the streets of India.
The number of complaints from viewers has soared to 20,000, and the Indian government also indicated that it plans to raise the issue with Britain.
But on Thursday, India's finance minister, P. Chidambaram, tried to play down the controversy. "What has happened is in a particular television show with a particular format that allows bad behavior to be televised," he told reporters after a meeting with Brown, The Associated Press reported.
Complaints about the show have flooded in since housemate Jade Goody, her mother Jackiey Budden, boyfriend Jack Tweed, model Danielle Lloyd and former S Club singer Jo O'Meara allegedly began bullying the 31-year-old Indian star.
In one exchange, Lloyd asked Shetty: "Do you get stubble?" In another, Budden, who constantly called her "the Indian", asked: "Do you live in a house or a shack?"
The latest row between Shetty and reality TV star Goody erupted when the pair clashed over stock cubes. Goody told the actress: "Go back to the slums."
Lloyd also weighed in but out of earshot from the actress, saying: "I think she should f... off home."
Shetty's mother Sunanda told Sky News that it was painful watching her daughter cry on TV.
Speaking at her home in Mumbai, Mrs Shetty said: "As a mother I find it very painful and alarming to watch my daughter cry.
"To see her cry on TV while a bunch of people abuse her is a very painful thing for a parent."
Channel 4 revealed figures showing the row has boosted the number of viewers for "Celebrity Big Brother," which had been on the decline since its opening night.
In a statement, Channel 4 said there had been "no overt racial abuse or racist behavior" directed against Shetty, and said the star had not voiced any concerns of racial abuse to 'Big Brother.'
However, it admitted there had "undoubtedly been a cultural and class clash between her and three of the British females in the house."
"Unambiguous racist behavior and language is not tolerated under any circumstances in the 'Big Brother' house. Housemates are constantly monitored and Channel 4 would intervene if a clear instance of this arose.
"It is in the nature of 'Big Brother' that conflicts arise and housemates are encouraged to resolve issues among themselves.
The Mayor of London, Ken Livingstone, said it appeared "Celebrity Big Brother" had been "deliberately" edited to air the alleged racist comments. He said:
"The company producing 'Celebrity Big Brother,' Endemol, is editing down 24 hours of coverage to one hour and it is therefore clear they have deliberately chosen to broadcast participants' racist comments.
"The program makers should instead explicitly warn participants that such behavior is unacceptable and contestants making racist comments will be evicted."
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