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Viacom-owned MTV is understood to have signed a deal with the family believed to be worth as much as $20m (£13.6m) over the next two years.

This would be in addition to the reported $200,000 they received for the first season, although MTV denied the deal was worth that much.

The first 10 episodes of the show, originally screened in the US, are thought to have grossed $10m in ad revenues for MTV, with slots going for more than $100,000 each.

If MTV can sustain that rate, it could take $32m in revenues over the next two years.

At its peak in May, the show drew 7.8m viewers, largely from the 18- to 34-year-old demographic that is a favourite with advertisers, and making the show the highest-rated on cable TV.

The deal to screen another two series is understood to have emerged from lengthy negotiations between MTV and Sharon Osbourne, Ozzy's wife and hard-nosed manager.

The announcement follows speculation that Channel 4 may have won the rights to screen the first series on terrestrial TV, after reports suggested that the broadcaster is prepared to pay £100,000 per episode to secure a deal.

Channel 4, Channel 5 and ITV are all thought to be keen to secure the rights to the show, which is currently running on cable and satellite TV.

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