Celebrity Big Brother has been axed by Channel 5 bosses, according to reports.
The reality TV show – which has run for seven years on the station – is said to have been sensationally ditched earlier this week.
It would mean TV executives finally admitting defeat with the show’s sliding ratings.
And this means the upcoming series will be the last-ever on British screens.
A source told Daily Star Sunday: "After months of discussions it has been decided to axe Celebrity Big Brother.
"Ratings have dropped for the past few series so it isn’t worth the hefty price tag."
CBB contestants 2018
The unsurprising decision comes after the most recent season was panned by critics and viewers alike.
Billed as a celebration of women’s suffrage, it was written-off as cheap feminism and attracted less than 2 million viewers.
Ironically, Courtney Act – AKA male performer Shane Gilberto Jenek – won over all the female contestants.
Despite this, the presenters hoped for the programme’s renewal. Rylan Clark recently told The Sun that he’d be devastated if the show was ditched.
"I can’t imagine TV without Big Brother. When Channel 4 got rid of it, I rang the helpline in Heat magazine. I was that devastated," he said.
"Not many reality shows can say they’ve been on air for 18 years. I’d love to see it make 20 years – of course I would.
"I think it’s time to make Big Brother what it was. I’ve always had one million per cent faith in the format and that it can be the greatest show on telly."
Previous stars who appeared in the show included Kim Woodburn, Mark Owen and ex-MP George Galloway.
The Mirror have contacted a Channel 5 representative for comment.
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