The Only Way Is Essex is reportedly set to become the UK's first 'reality soap', airing nearly constantly throughout the year. According to The Sun today, the hit ITV2 series could end up being screened for 48 weeks of the year, taking just a month off.
The first two series of the show, which started in autumn of last year, lasted just six weeks, with two episodes every Sunday and Wednesday.
With longer series planned, TWOIE bosses are reportedly on the hunt for more characters to keep up the drama and provide more entertainment.
A source told the newspaper: "Everyone is still following their bust-ups and romances anyway so it feels like the cameras should still be there to capture everything.
"The gang would have to be up for it and a deal has to be struck with the producers. But the expectation is that the stars would all want to do it."
The reality series became one of ITV2's most watched shows, with more than a million viewers tuning into the digital channel every week. A third series will air from September.