A Channel 5 TV boss has poured cold water on Big Brother fans’ hopes of a revival for the dumped reality series.
Director of Programming Ben Frow told reporters during the Edinburgh TV Festival he has "no plans" to bring the long-running show - including its celebrity version - back to the box.
Former Bit on the Side host Rylan Clark-Neal vowed last year to do his best to bring the telly favourite back from the dead shortly after it was ditched.
And just months ago it seems he was still determined to see it return after the former celebrity series winner declared it 'one of the most important shows on TV'.
However, while telly chief Ben admits he can 'never say never', he ruled out a comeback for BB on his watch.
"Nothing is ever dead forever, you know, but I have no plans to bring it back," he said.
It was a very expensive show but also it had had its day.
"I think I was very open about the fact that I thought it was time to lose Big Brother from the channel. It was a very expensive programme.
"[Axing] It was like a liberation. It was a very expensive show but also it had had its day."
He continued: "Don't get me wrong. It was an incredibly valuable programme at one time but it no longer was. Everything is cyclical."
Devoted Big Brother fans expressed their disappointment on social media, with several tweeting a hashtag associated with a campaign to 'save' the already-axed series.
"Poppycock #savebbuk," remarked one unhappy fan on Twitter.
Another reflected: "Yes, it was due the axe at C5 too but their schedule is now made up of repeats."
And another furious commenter claimed: "It was definitely snobbery, have you noticed it's all train documentaries now, bore me off."
Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think of this story.