Channel 5 and producer Endemol are instead working closely with mobile agency Mobile Interactive Group on a Facebook app that will have real-time news, extra video content and the ability to vote out housemates online.
Fans will be able to eliminate contestants using Facebook Credits, according to New Media Age.
Tatam apparently confirmed in the interview that plans for a 24-hour live feed have been shelved in place of a stream of video highlights on the Facebook page.
"It has become clear over the last year that social media sits side by side with watching TV, more so than traditional websites ever have," said Tatam.
Channel 5 is also in talks with YouTube "to extend the use of the platform beyond video content" and has launched a Big Brother Twitter feed. It also hopes to have mobile apps and an iPad app for catch-up player Demand 5 ready for the show's launch in six weeks' time.
Channel 4 axed the show's 24-hour live feed in 2009, but following a drop in ratings and complaints from fans, reinstalled it for the finale series last year.
Celebrity Big Brother airs on Channel 5 in August. The non-celebrity version follows in September.