Either way, ITV expressing interest is only a good thing. It will show Viacom that BB is a hot product and is demand, which will either force Viacom to make a decision and sign on the dotted line quicker, or allow a channel with a bigger budget to take it over.

They'd probably lock Emma into a golden handcuffs deal aswell and get her on This Morning and Big Brother or something.

Also, I doubt the reason for it not happening being that fact it's too expensive. If Channel 5 can afford it...