That theme music, that Geordie voiceover, and the biggest pool ever – the Big Brother house is back – but Davina McCall isn't – the veteran presenter has been replaced by (double) former Big Brother winner Brian Dowling.
With ITV1's late-night gameshow, The Mint under his belt, Channel 5’s Big Brother promises to raise Dowling’s career to the next plain.
"It's going to be the Big Brother we love,” said Channel 5 director of programmes Jeff Ford. “What we loved about Big Brother which got forgotten about was the fun that everybody used to have. OK, everybody remembers some of the more negative connotations that happened in the programme but the things that stand out as real TV gold is the fun bits – George Galloway the cat, Jade Goody with her malaprops and all that.
"What we want to do is reflect the brand values of the channel, which are positive, fun, passionate, relevant, honest."
"It is not a social experiment anymore," said Dowling. "It's a primetime entertainment show."