Reality TV
ITV is attempting to challenge C4's traditional BB-led dominance of the crucial 16-34 age demographic with the likes of Celebrity Love Island, Soccer Idol and Celebrity Pop Idol.
In return, Channel 4 is extending the length of BB to "at least" thirteen weeks and will move the show from its traditional 10pm home to different slots around the primetime schedule.
"ITV went for us last year with Love Island but I don't know that they thought it was a marvellous success," Kevin Lygo, C4's director of television, told Broadcast. "This year they'll throw Coronation Street all over the place too."
Click here to read a full version of this article on Digital Spy.
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