[Mickey2009]

Endemol UK chief executive Tim Hincks said: “Ever since series three, people have said the format’s about to die. The long-term health of Big Brother is strong. I really believe that. It’s a famous brand, the format works, that’s obvious.

“Will Big Brother continue to be one of the prime youth-focused content brands? Yes, it will, both in the UK and around the world.”

Discussing the production company’s partnership with broadcaster Channel 4, he said: “We have a brilliant relationship with C4. We are doing it for C4 next year, it’s been 10 years and it’s still C4’s biggest show.

“One thing even its fiercest critics will accept is that we revolutionised TV with them. You may not think it’s a good thing but it changed the way we make TV.”

However, he didn’t say much about whether the show would continue on the channel after the current contract between the parties runs out next year.

“Will we be making it for C4 in two years’ time? I’ve honestly no idea. C4 are on speed dial, we talk to them all the time.”

Hincks added that he thinks Big Brother 10 is ‘the best for four or five years in terms of editorial quality’.