A new host and a big secret twist couldn't help the Big Brother 2013 ratings last night.
Despite there being plenty of hype of this year's fourteenth series of the show, viewers just weren't that interested.
An average audience of just over 2 million watched the 90 minute launch show, which saw Emma Willis take charge from Brian Dowling.
Who, we'd like to think, is in a darkened room laughing to himself.
2.13 million viewers were tuned in between 9PM and 10:30PM, down over 500,000 viewers on last year's equivalent launch.
It was the least watched launch in the history of the show, down on both the previous 'normal' series on Channel 5.
It was BBC Two that won the slot, with a Horizon special on the Secret Life of the Cat attracting close to 5 million viewers.
After the launch, Bit On The Side averaged 900,000 viewers with new hosts Rylan and AJ, but lost 400,000 viewers between the start and end of the hour long show.
Live feed then attracted an average audience of 400,000 in the final 30 minutes of the day to Midnight.
Big Brother UK continues with its Part 2 of its live launch tonight on Channel 5.
Browse pictures of the first Big Brother 2013 housemates below...