Reality television is not the same as it was when Big Brother launched in 2000
ITV2 has announced the return of Big Brother to the UK with a promo trailer during this year’s Love Island final. Big Brother’s successful format of putting a group of housemates together in a controlled environment as an “experiment” to observe their behaviour has proved entertainment gold with international iterations, spin-offs and many imitations across the world.
Reality television and social media Love Island has clearly taken inspiration from Big Brother as it also relies on observing the behaviour of participants in a house over eight weeks. The difference is they’re supposed to “couple up”. The show has developed a successful branding strategy with intricate social media tie-ins – for instance, numerous sponsorship deals with clothing and music brands, as well as gaming apps, merchandising and multiple branded social media accounts.
While of course not all reality shows offer such a platform, Big Brother and Love Island have been some of the most successful for offering a springboard into other media careers – sometimes for those who might have had no other way in, given the lack of diversity in the media industry. Looking back to older series of Big Brother, I wonder what kind of death-threats “ Nasty Nick ” would have received for breaking the rules of the show after he was caught writing down housemates names to influence the nominations for eviction. He left the house to a booing crowd and a baying press like a pantomime villain, but that would have been multiplied and magnified across social media and into his DMs today.
Caring for contestants has become a growing issue as several reality stars have committed suicide post filming. A 2019 government public inquiry and a period of consultation by Ofcom, the UK broadcasting regulator, have led to changes in the broadcasting code, which came into effect in April 2021.
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