Big Brother 2016 started with its lowest viewing figures in history last night.
Unfortunately the revamped series set a record new low for its launch for the third year in a row.
"Big Brother has changed," was the message host Emma Willis was keen to get across during the live show last night.
Channel 5 have spent big money on the series with a brand new set, eviction studio and even a whole second house that's just been constructed.
While they - and Emma! - all looked AMAZING, the choice of housemates has so far seemingly failed to impress viewers.
Tabloid regulars and stars of other reality shows make up much of the cast with some names having bigger followings than those that appear in Celebrity Big Brother.
An audience of 1.4 million, excluding +1, watched last night's show between 9PM and 11:05PM, down 300,000 viewers on last year and 600,000 down on 2014.
Of course Big Brother airs all summer long so there's a LONG way to go yet...
Elsewhere in the ratings last night, ITV's EU referendum debate won the slot with more than 4 million viewers while Love Island didn't seem to be dented by Big Brother with 600,000 viewers.
Big Brother launch night ratings
Since move to Channel 5
BB12/2011 2.6 million (C5+1 not on air)
BB13/2012 2.7 million
BB14/2013 2.1 million
BB15/2014 2.1 million
BB16/2015 1.8 million
Big Brother continues nightly on Channel 5 with the first highlights show this evening at 10PM and the next live show on Friday.