Big Brother has been axed by Channel 5, it's been announced.
The new series of Big Brother launches tonight (Friday, September 14).
And now a new trailer has revealed it's last ever season.
"It's time for this game to end," Big Brother announced this morning. "The final series of Big Brother."
Channel 5 have confirmed that neither Celebrity Big Brother or Big Brother will be returning to its channel next year.
Channel 5 said: "The forthcoming series of Big Brother will be the last - of either celebrity or civilian versions - on Channel 5. We’d like to thank Endemol and all of the production team who have worked tirelessly to make the show a success.
"We’d also like to thank our brilliant presenters - Emma on Big Brother and Rylan from Bit on the Side - for their consummate professionalism, Marcus, the voice of Big Brother and all of the housemates who have created so many memorable moments.
"Most importantly, we’d like to thank fans of the show for their support over the last seven years. We look forward to giving the final series a brilliant send-off."
Big Brother had aired on Channel 5 since 2011, when it took over the show from Channel 4 where it started in 2000.
Production company Endemol said in a statement: "We are incredibly proud of Big Brother which has consistently been the highest rated show for Channel 5 over the past seven years, with the latest series of Celebrity Big Brother being the channel's highest rating show of the year, growing its' audience year on year by 17% and tripling the channel's slot average for 16-24s.
"This performance is credit to the fantastic production team, plus Emma, Rylan, Marcus and the many housemates over the years who have delivered so many unmissable series. Big Brother continues to be a global phenomenon.
"The UK is one of 20 countries where the show will air in 2018, including the US where Celebrity Big Brother was recently renewed, four different versions in India and last month's Celebrity Big Brother in Germany which saw a rise of 85% series on series.
"Whilst disappointed not to reach an agreement with Channel 5 the decision opens up a new chapter and we are excited about future possibilities for Big Brother in the UK."
The news is likely to be a blow to hosts Emma Willis and Rylan Clark-Neal, who were recently campaigning for a renewal.
Rylan admitted: "It's a massive part of my life and I know it can be even better with the right TLC. I'd do everything in my power to make sure CBB and the civilian BB are still on the air."
He vowed: "I will fight to the death to make sure it never goes away. If I had the money and owned the channel, I would buy the programme and film it in my garden."
And Emma said earlier this year: "I’m hoping it’s not the last Big Brother. I hope they recommission it."
Of course, it's possible that much like in 2010/2011, Big Brother could move channels again - potentially even to a streaming service such as Netflix.
For now, as it stands the final Big Brother begins at 9PM this evening.
Join presenter Emma Willis at the live launch to witness this highly anticipated new civilian series complete with a whole new feel, an indication of what’s to come for the new series. ‘Big Brother’ is ready with a bold new series of tasks and twists to challenge and surprise the housemates.
Scheduling information currently puts the series at 53 days long - one shorter than last year.