[Kazanne]

Big Brother's creative director says that the show has taken a "different approach" this year with punishments playing less of a part.

Speaking on the DS Forums, Phil Edgar Jones also emphasised that the programme makers didn't have agendas and maintained that the show was performing well.

"The fact is we decided to adopt a different approach to the show this year on many levels," explained Jones. "We also made a conscious decision not to waste time on punishments and instead concentrate on other things.

"We don't have favourites among the housemates - it genuinely does not matter to me who wins. The highlights show is edited and there's nothing we can do about that."

While dismissing the idea that the highlights were edited with an agenda in mind, Jones did concede that the aim was to create a "decent soap opera".

He continued: "The show is actually performing really well and many people in lots of other places are saying they are enjoying it."

It was announced recently that Jones would be leaving Endemol after the completion of Big Brother 11.