Big Brother to be axed by Channel 4
Broadcaster expected to confirm today that reality show will be dropped after 11th series in 2010 Mark Sweney
Inside the Big Brother 10 house. Photograph: Channel 4/Rex Features
Channel 4 is expected to confirm today that it will axe Big Brother after a decade following next summer's 11th series.
It is understood the broadcaster will announce that it is not renewing Big Brother producer Endemol's deal for the reality show at its autumn programming launch this morning.
Another series of Celebrity Big Brother is also likely to be broadcast in January before Channel 4's association with the show comes to an end, according to a report in today's Sun.
Channel 4 is locked into a £180m three-year deal with Endemol which means an 11th and final series will air next year before the curtain is drawn on the show that made household names of housemates such as Jade Goody.
At its peak Big Brother was hauling in audiences of up to 8 million in 2002, the year Goody was a contestant and the show was won by Kate Lawler.
At the height of its success, from 2002 to around 2006, Big Brother generated £88m of revenue a year, of which about £68m was profit.
However, Channel 4 is understood to have struggled to make as much money from the show since striking the £180m renewal deal with Endemol in 2006. Channel 4 had its hand forced to some extent in negotiations by the threat of ITV stepping in to snatch the show.
Big Brother also became a victim of its own success as far and away Channel 4's most commercially successful show, with critics using it to argue that the broadcaster was straying from its public service remit.
However, audiences and advertising revenues have dropped off in recent years, particularly since the Shilpa Shetty race row that engulfed Celebrity Big Brother and Channel 4 in early 2007.
This summer's 10th series has been averaging around 2 million viewers, down more than 30% year on year.
However, Big Brother is unlikely to disappear from UK TV screens, with another broadcaster expected to step in to pick up the rights from Endemol.
Big Brother was axed in Australia last year but has enjoyed something of a ratings renaissance in the US this summer, a market in which the format has not traditionally done well.
The current series of Channel 4 reality show Big Brother is the least watched of any of its 10 seasons so far, according to ratings figures.
Viewing figures up until the end of July show that Big Brother 10 averaged 2 million viewers and a 10.1% audience share on the main Channel 4 network. This is down 33% year on year, for the show's first 53 days on air, between 4 June and last Sunday 26 July.
Among the key advertiser-friendly 16- to 34-year-old demographic, the average figures for the series so far stand at 700,000 viewers and a 16.7% share.
guardian