Emma Willis has insisted that there is no rivalry between Love Island and Big Brother.
The Celebrity Big Brother host thinks both reality shows can co-exist, following another head to head ratings battle this summer.
Speaking ahead of CBB's launch tomorrow (Tuesday), Emma said: "I don’t think there is any rivalry between the two shows, they are completely different.
"They can both exist alongside each other
“Love Island is about couples looking for romance and Big Brother is about a group of people being taken out of their comfort zones, from different walks of life, and seeing how they cope living with each other.”
While they may be very different shows viewers this summer made it clear they had a preference.
The latest Big Brother series - which regularly clashed with Love Island - averaged fewer than a million viewers, its worst ratings yet.
Love Island on the other hand saw an average overnight audience of almost 2 million, its best ratings ever.
However now Love Island is over, Celebrity Big Brother has a clear run and will no doubt be hoping to attract more viewers to its nightly highlights shows.
Chatting to The Sun newspaper, Emma said she was hopeful of a "fun" Celeb series this summer.
"In the normal Big Brother the contestants are fighting for a lot of money, but in Celebrity Big Brother I like it to be fun as all the housemates are being paid to be in there," she said.
Emma added: “The housemates who threaten to walk because the hot water is turned off are a bit annoying, as it’s not like anything seriously bad will happen to them. They just need to enjoy it and put on a good show.”
Celebrity Big Brother 2017 starts on Channel 5 on August 1 at 9PM.
Housemates tipped to appear include Girls Aloud's Sarah Harding YouTuber Trisha Paytas, X Factor's Amelia Lily, Gogglebox’s Sandi Bogle, TV psychic Derek Acorah and Absolutely Fabulous star Helen Lederer.