Thus far, I've seen virtually no distinction between Ch5 BB and ITV BB. It's the exact same iteration of the show, except with maybe a few more gross-out 'let's see what we can make them eat' tasks. I'll watch it, because there's very little else on nowadays, but ITV are definitely not the saviours of BB that people were hoping for. And it's miles and miles away from the Ch4 days that revelled in creating controversey and courting publicity.
I'm not sure there's even a place for BB in the modern television landscape, given how quickly and easily people take offence to even the most innocuous of statements. And during the civillian series, I seem to remember reading that producers had sitdowns with each housemate and basically coached them on how to behave sensibly (i.e., in a way that doesn't risk offending people) in the house.
If that is true (and I'm not saying it is, but I can very easily believe it), then there's very little point to the show anyway. What's the point in a show where its ethos is to take people from different walks of life and see how they genuinely react to each other, if you're just going to try and immediately influence the way they behave and respond to others. And anyway, British culture itself feels so diluted and devoid of that classically British eccentricity that we're famous for, so I'm not sure such sitdowns would even be necessary for the average person nowadays.
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