ITV boss gives update on Celebrity Big Brother's future
In June, it was reported that Celebrity Big Brother is at risk of being axed after it was put on ice by ITV amid a ratings struggle with BBC One rival The Celebrity Traitors.
ITV will only keep making Celebrity Big Brother if the main civilian show continues to perform well.
Kevin Lygo, Managing Director, Media and Entertainment, has made it clear that although ITV remains "committed" to the reality TV favourite, its future will depend on whether it continues to deliver for the broadcaster.
Speaking at the Edinburgh TV Festival, he said: "We’re committed to it, but it is ITV, and it’s brutal out there. As long as it's delivering, we’ll continue it.
"It is the most extraordinary show of the last 20 years. It’s influenced so much. It was the first big reality show and showed people in all their vulnerability.
"It’s great it's still on British TV, and it will continue…as long as it can."
In June, it was reported that Celebrity Big Brother is at risk of being axed after it was put on ice by ITV amid a ratings struggle with BBC One rival The Celebrity Traitors.
A source told The Sun newspaper: "Bosses face a huge challenge trying to sign up celebrities because so many of them are now pressing their agents to get them on The Celebrity Traitors.
"That is already causing problems for other big shows, like Strictly and I’m A Celebrity, which rely of star contestants because they now find themselves as second in the pecking order.
"So that is an even greater issues for a show like Celebrity Big Brother because now it’s on ITV, it needs a certain calibre of contestant, which are very hard to sign up now."
ITV is finding it increasingly difficult to secure big-name stars for its various reality shows, which also includes the money-spinning I'm A Celebrity... Get Me Out Of Here!.
The insider added: "ITV are already having to find two lots of stars to compete on I’m A Celebrity this autumn as well as its spin-off show, The Wild Frontier, which is expected to air in early 2027 – which is exactly the same time ITV were hoping to drop the new series of Celebrity Big Brother."
In 2025, ITV insisted they remained "committed to both Celebrity Big Brother and Big Brother beyond 2025", describing the show as "a priority reality format".
Last August, Kevin said ITV and production company Banijay UK are locked in a "battle" over the finances to make Celebrity Big Brother.
Speaking at the Edinburgh TV Festival, he said: "Celebrity Big Brother - we're thinking not on the main channel.
"It's difficult now to book big celebrities, famous people, which is needed on the main channel.
"You can go more interesting and niche on ITV2."
He added: "We're in a battle about the price."
