Celebrity Big Brother 2017 could be shorter than usual, with Channel 5 apparently considering cutting it to 24 days.
C5 has gradually extended CBB's runs in recent years to capitalise on its high ratings, with the last winter series clocking in at a record 32 days.
But new information suggests this length may now be reduced by over a week.
According to a brochure sent to potential sponsors, the new series will last "approx 24 days in Jan 2017". This would make it the shortest series in four years.
It is noted that "scheduling is subject to change", however, so C5's U-turn is not yet set in stone.
The guide, by C5's advertising sales firm Sky Media, boasts that Big Brother is still "viewed as the original and best reality show". Last January's edition, which starred Scotty T, Gemma Collins and Tiffany Pollard, apparently achieved a total reach of 20.3million viewers.
There's now just over two months to go until Celebrity Big Brother is back on our screens. Rumours suggest that this time, former housemates will return to take on fresh faces in a 'Gold Stars vs. New Stars' twist.