[Flux]

Big Brother will remain an ITV2 brand but was always inevitable Celeb BB would be on ITV1.

Indeed. I’m almost certain there were reports of a period during previous negotiations when Channel 5 wanted to continue with just CBB but the costs involved meant it wasn’t viable so it was all or nothing. Not necessarily saying we have the same situation now, but it certainly suits ITV to be able to fill hours on a smaller channel with the regular show but still reap the benefits of the higher rating celebrity version on the main channel.