Big Brother bosses have reportedly been told to improve the show or face the axe.
Channel 5 is nearing the end of a three year deal with programme makers Endemol for both Big Brother and Celebrity Big Brother.
Ratings for the series have dropped in recent years and this summer hit some all-time lows.
The Daily Star newspaper claims that producers have been told to win viewers back or the show won’t return beyond 2018.
An insider told the tabloid: “It’s simple. Either change it or we’ll chop it.
“It is a big show for us but it needs to be re-invigorated to survive in the current climate. It needs to look and feel different.”
Last month saw Emma Willis confirm she’ll be back hosting Celebrity Big Brother in January on Channel 5.
And on Bit On The Side, Rylan Clark-Neal also announced he’d be back for next year.
The pair will be back for what will be the 21st series of Celebrity Big Brother in 2018 but it could be the last year for Big Brother.
Speaking at the Edinburgh TV Festival, Channel 5’s current boss Ben Frow spoke candidly about the show’s future.
He said: “Big Brother has been hugely successful for Channel 5. It has been a very valuable show to Channel 5 in terms of bringing young viewers. But I made it clear when I came that it would be very irresponsible to have one show carrying that amount of weight.
“That gives the production company a gun held to my head and we don’t need that. So we’ve worked over four years to find other shows that can attract young viewers.”
On Big Brother being renewed beyond 2018, Frow admitted it was still up in the air.
“We’re going to have a discussion about it. I need to know, like I would with any commission, what are the plans for the future? How will it be creatively renewed? How is it still important to me?” he explained.
He added: “It’s a very established brand, a very successful brand but there’s a big shiny new show on the block called Love Island. We need to take a good long look at Big Brother and go what does it look like for the future?”
Frow said that he wanted Channel 5 shows that were “relevant for now” and “exciting for viewers”.
“I don’t think Big Brother just because it’s a big brand should be any exception to the rule,” he concluded.