Big Brother 10 to be the last?

Bosses at Channel 4 are reportedly expected to announce that this year's Big Brother will be the last.

An insider told the Daily Star that the decision was taken after repeated attempts to freshen the format failed.

The source said: "Shortly after the Celebrity version of the show, key members of staff were told it was 'highly unlikely' to return. Everyone was disappointed but most people realise it has run its course.

"This year may be the final chance for many people to step inside the house, earn their 15 minutes of fame and cash in on the show's popularity. There's still a tiny hope it will return but it's 99% certain it will be 10 and out for the show."

This year's Celebrity Big Brother drew to a close last month, with Ulrika Jonsson crowned the series winner.