The Sun claims today that an official announcement could be made as early as Friday, when two of the current housemates, Siavash and Marcus, face eviction on Friday after 87 days in the 'Big Brother' house.
However, the next 'Celebrity Big Brother' could still go ahead because it is part of Channel 4's current deal with Endemol, producer of 'Big Brother'.
Reports say that the one-time cash cow, which at times managed to draw audiences of over 9m, is now just covering its costs.
The news of the axe falling on 'Big Brother' comes only days after Tim Hincks, chief executive of Endemol, said in an interview that the "long-term health of Big Brother is strong" and that it would continue to be "one of the prime youth-focused content brands" in the UK and around the world.
Hardcore fans of the show have enjoyed this year's back-to-basics 'Big Brother', with more of a focus on housemate relations than stunts and tasks.
However it has failed to capture the wider public imagination -- unlike previous series that gave the nation stars including the late Jade Goody and "Nasty" Nick Bateman, as well as making a household name of host Davina McCall.
Previous series have been helped by extensive tabloid newspaper coverage, but this year's housemates have been largely ignored as the series has been deemed "uncool".
The Sun itself has previously run pages of coverage, but this year the show has been absent from its pages although online coverage continues.
The Sun quotes an insider at Channel 4 who said: "The reality is people are bored with it. Even at Channel 4 the vibe among staff is that if you like 'Big Brother' you're not cool. If the people commissioning the show don't think it's cool, what hope is there?'
'Big Brother' is produced by Endemol and first aired in the Netherlands. The format has been exported worldwide.
There is a chance that if Channel 4 drops it the show could be picked up by another broadcaster.
In the past been there has been speculation that ITV could pick up 'Big Brother' if the show was axed.
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