We could be watching Celebrity Big Brother and Big Brother UK very differently in future.
Both shows are nearing the end of a three year deal with Channel 5 and there are questions over whether or not it will return to TV.
Ratings for the ageing reality show have dropped in recent years and this summer hit some all-time lows, leading to speculation they won't be back beyond next year.
But if Big Brother does disappear from TV it might not go away completely.
Right now the final series of Celebrity Big Brother is due to air in Summer 2018.
Speaking at the Edinburgh TV Festival last week, Channel 5 boss Ben Frow explained his views on the situation: "Big Brother has been hugely successful for Channel 5. It has been a very valuable show to Channel 5 in terms of bringing young viewers.
"But I made it clear when I came that it would be very irresponsible to have one show carrying that amount of weight.
"That gives the production company a gun held to my head and we don't need that. So we've worked over four years to find other shows that can attract young viewers."
Frow pointed out that new 'Love Island rival' Make Or break on Channel 5 was "bigger than Big Brother" this summer with its younger viewers.
On Big Brother being renewed beyond 2018, Frow admitted it was still up in the air.
"We're going to have a discussion about it. I need to know, like I would with any commission, what are the plans for the future? How will it be creatively renewed? How is it still important to me?" he said.
He added: "It's a very established brand, a very successful brand but there's a big shiny new show on the block called Love Island. We need to take a good long look at Big Brother and go what does it look like for the future?"
Frow said that he wanted Channel 5 shows that were "relevant for now" and "exciting for viewers".
"I don't think Big Brother just because it's a big brand should be any exception to the rule," he concluded.
A spokesperson for Channel 5 said of all the rumours: "Channel 5 still has another year left on the Big Brother contract with Endemol so it’s too early to discuss further at this stage."