Celebrity Big Brother returns to our screens tonight, this time on a new and somewhat circumspect home, Channel 5.
Richard Desmond, who owns the channel along with Express Newspapers, will be desperate for the show to succeed before the real Big Brother kicks off later in the month.
The line-up includes X Factor’s Jedward, Kerry Katona, Pamela Anderson and the Speaker’s wife Sally Bercow.
Channel 5 appear to have kept relatively tight lipped about the format, although it’s expected to have received only minor tweaks to the C4 show that we all know, and some love.
But what will viewers make of having to switch to Channel 5? If we cast our minds back to 2008 when Aussie soap Neighbours left the BBC and moved to Channel 5, it’s said to have lost a staggering 300,000 viewers in the process.
And following the Shilpa Shetty race row in 2007, which severely tarnished Big Brother, Channel 5 is already handling damaged goods.
Then there’s the concern over media coverage. In the good old days, the red tops ran pages and pages of BB gossip but as Desmond’s empire includes rival titles the Daily Express, Daily Star and OK!, it’s unclear as to how much the Sun, Daily Mirror and other gossip and celeb mags will actually embrace the show.
What will be interesting is how much the show will utilise social networks, bearing in mind its young audience. The live internet feed is said to be a thing of the past.
On the plus side, Channel 5 is known for being more commercially minded than C4 and certainly more risqué, therefore is likely to stop at very little. We already know that a double shower and a sauna for two await contestants, if that doesn’t make for steamy viewing, what will?