Jim McDonald Head of Broadcast, Media Planning Group
It is the channel's flagship programme. It will have had its own commercial justification for paying what it paid. If Big Brother was to come out of the Channel 4 stable, its audience share would dip considerably, particularly in the 16-34 market. It's been a C4 property for a long time, so to lose it would be a big blow, plus it successfully adapts it every year. It's too valuable a commodity for it (and E4) to forego. NO
Alex Debenham-Burton, Associate Director, TV MediaCom
Could it afford not to keep it? It's not just a TV show, it's a way of life for some people. Plus, the digital explosion with things like podcasting also gives it new vehicles to grow the show. C4 is looking to go into radio and there are many elements that could drive a radio show. So many things would be hampered if it lost Big Brother, and the spin-off shows on other channels are important revenue generators.
Chris Wright, Joint head of TV, Initiative
Big Brother still delivers a massive audience share against young adults across the summer, so it is certainly worth the investment. Just because the format has been around for a few years doesn't mean it is tired. Each year, C4 does a fantastic job at reworking the format to ensure it stays fresh. With more and more distribution platforms, investments such as these will become increasingly cost-effective.
Nigel Walley, Managing Director, Decipher
Looking at the numbers, I don't think it has. Overpaying implies it will make a loss and that won't be the case. Big Brother is still delivering significant advertising returns. It would have been difficult from a commercial perspective for C4 to have not secured Big Brother following the loss of Lost and that probably strengthened Endemol's hand in the negotiations.