Craig Phillips has admitted that he wants Big Brother to go back to basics.
The show's first winner is unhappy that so many contestants enter the house hoping to find fame rather than wanting to enjoy the experience.
"You see so many magazine covers with Jade Goody and I can't help thinking people must be sick of her by now," he told The Mirror. "When I went into the house I had no desire to be on TV.
"Everyone who was in the first series just went in for the experience. Whatever came after that was obviously a bonus but now you see people obviously wanting to be famous on the back of the house. It shouldn't be like that."
Craig also believes that the show's producers have alienated some fans by introducing so many twists to the format.
"They've over-complicated things," he added. "A lot of people I have spoken to have switched off because they found it too hard to follow. When I was in there, there were just the 10 of us and people could get to know us more easily. This time they have brought in more than 20 different people and had separate houses and all sorts."
DS