Former Big Brother host Davina McCall will go head to head with the show when it returns on Channel 5 later this month, it has been revealed. Davina's new Channel 4 series, The Million Pound Drop, will air in direct competition with the live evictions of Big Brother early next month.
The two shows will clash in September when the Channel 4 game show returns for a new series. The programme, which sees contestants stand the chance of winning up to £1 million, has proved a big hit, attracting millions of viewers every week.
But from next month it'll face competition from Celebrity Big Brother, now hosted by former Big Brother winner Brian Dowling.
A source said: "It's going to be a great ratings battle.
"There's going to be embarrassment for Channel 4 and Davina if Celebrity Big Brother manages to get bigger ratings when the shows go head to head.
"But if [the Million Pound Drop] gets bigger numbers then the decision to axe the show will be justified."
The new Big Brother series also faces tough competition from The X Factor 2011, which will launch just two days after next Saturday. The source added: "Viewers are going to have plenty to choose from this autumn".
Celebrity Big Brother 2011 starts on August 18.