Fresher?
I don't think so, all they have tried to do is copy some aspects of the American series over the last two years and generally they have done a very poor job of it. Big Brother is way bigger than this Essex program so they only want to follow that if they want to make it a much smaller program (audience and budget).
And as for the 'now' medium that is the internet, and that includes forums, a decent BB website and live stream (the things that CH5 ignores). And as for the apps I still don't think some of them are ready, they have been completely amateur and really just lied to the public in overhyping the series and what they would do for it.