TV Story

06 January 2009 05:42 BST

ITV to tackle Big Bro dominance

Just when you thought twists on tired old reality TV-cum-talent shows had been exhausted, bosses at ITV have unveiled their latest secret weapon to tackle Channel 4's forthcoming Big Brother series.

Although kept under wraps for months, ITV confirmed that they will be airing a star-studded Celebrity X Factor series to steal back viewers.

The show will be launched on May 29th, meaning it will clash with the opening week of Big Brother, days which have in the past proved to be crucial for Channel 4 to secure good series figures.

Cunning TV chiefs have lured Simon Cowell, Sharon Osbourne and Louis Walsh back for the series, which will run for eight nights, with the live final on June 5th.

But another devious tactic has also been deployed, with ITV attempting to ensure their audiences do not immediately abscond by airing Celebrity Love Island immediately after Celebrity X Factor's conclusion.

Competition is clearly fierce between the two channels but with the same tried-and-tested formulas being unimaginatively stuck to, it appears as though early summer will be another time viewers either love or hate.

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