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Only seven out of ten viewers of the last series are intent on watching this time round, according to an OMD Snapshots survey for Marketing. Overall 29% plan to be watching compared with 41% who watched last year.

Channel 4 and programme producer Endemol have made radical changes to the show's format as they strive to refresh the public's appetite for voyeurism.

The Big Brother house has been shifted from East London to a swish new complex in Elstree. For the first time no musical instruments are permitted on site and a bath tub big enough for three has been installed, to "encourage more social interaction". There will also be seven-day highlights and 24-hour coverage on E4.