ITV has denied it is currently in talks to purchase the production company behind Big Brother.
Previous reports had led to speculation that the channel could takeover Big Brother, which was axed by Channel 5 last month
Channel 5 confirmed ahead of the current series launch that it had axed Big Brother and Celebrity Big Brother after seven years. The show started on the channel in 2011 after a decade on Channel 4, but won't be back after 2018.
ITV had been tipped to takeover after apparently entering talks to buy the production company that makes the show.
The Times reported that ITV planned a £3 billion for the Endemol Shine group which also makes TV favourites such as MasterChef and Peaky Blinders.
But now ITV has denied it has plans for a takeover.
They said in a short statement: "In light of continued press speculation, ITV confirms that it has no current intention of making a bid for Endemol Shine Group."
Sources were previously optimistic that Big Brother would remain on TV in the UK despite the Channel 5 axe.
An industry insider told The Sun newspaper: "Celebrity Big Brother is a hugely popular format and a massive brand that attracts millions of absolutely dedicated and importantly, young fans. That makes it extremely valuable when it comes to advertising.
"And there is no way another channel won't snap it up and bring it back, probably as early as next year.
"Channel Five getting rid of it is a massive gamble. It's still their most popular show, so it may be a decision they live to regret."
However, both Sky and Channel 4 have ruled out taking over the show.
Channel 4, who launched the series in 2000, took to their viewer Twitter account to post: "Hi there, there are no intentions to air #BigBrother on Channel 4 again."
And Sky tweeted: "Good Afternoon, there are no plans for Sky One to show Big Brother I'm afraid."
But MTV are said to be interested in the show alongside streaming services such as Amazon Prime and Netflix.
Alex Apati of bookies Ladbrokes said: "It's no surprise to see Channel 5 finally pull the plug on Big Brother, but the odds suggest a whole host of platforms will be queuing up to give the show a third chance of staying on the air."
As yet, there is no official word on Big Brother's future.
Production company Endemol said in a statement that Big Brother "continues to be a global phenomenon" with series in 20 countries, including the US which recently launched its first ever Celebrity season.
They added: "Whilst disappointed not to reach an agreement with Channel 5 the decision opens up a new chapter and we are excited about future possibilities for Big Brother in the UK."