Captain Kirk back on the Priceline bridge

NEWS William Shatner is returning to our screens for a second stint as the advertising figurehead for 'name your own price' travel site Priceline.com. Shatner has invested heavily in the company and appeared in adverts promoting its pioneering method of selling air fares and hotel accommodation during the dot-com boom years of 1999 to 2001. However, he was subsequently replaced by Sex in the City star Sarah Jessica Parker - though he remained a major shareholder in the firm which insists he never left. Shatner's second coming as Priceline's figurehead will see him star in TV and radio commercials.