Big Brother and Celebrity Big Brother could both be set to move to ITV2 next year.
In the latest rumour about the future of the show, it's been claimed that ITV are looking at buying the rights to the show to air on ITV2.
The rights to be Big Brother in the UK currently lie with Channel 5 but the current contract expires at the end of the year.
The move would be a part of a huge restructuring of ITV, which will see them launch two new channels over the next year.
ITV Encore and ITVBe will both begin broadcasting soon, with the latter set to air reality shows such as The Only Way Is Essex.
The Telegraph newspaper reports (via BBSpy) that so-called "industry rumours" point to ITV buying Big Brother to replace TOWIE when it moves from ITV2 to the new channel.
A spokesperson for ITV declined to comment on the reports.
It was reported earlier this week that Channel 4 had hinted that they were also interested in the rights to the series after originally ditching it back in 2010.
However a spokesperson has since insisted that there are currently "no plans" to air the show.
Big Brother would be a huge boost to either Channel 4 or ITV2, with ratings for the latest series the highest in four years, averaging over 3 million viewers every night.