New Big Brother show attracts 3.4 million viewers

The new series of Big Brother launched last night with less than half the audience of last year’s celebrity version.

Big Brother: Celebrity Hijack had a combined total of 3.4 million viewers on Channel 4 and E4.

The 2007 Celebrity Big Brother, featuring Jade Goody and Shilpa Shetty, opened with 7.1 million viewers on Channel 4 alone.

As a result of the race row which overshadowed that series, Channel 4 bosses decided to replace it this year with the Celebrity Hijack format.

Famous faces are taking over the role of Big Brother, while the housemates are 12 young people chosen for their intelligence and talent.

Little Britain’s Matt Lucas was first to play Big Brother last night.

The programme was simulcast on Channel 4 and E4 from 9pm-10pm.

The last half hour was broadcast on E4 only and drew 1.9 million viewers – the digital channel’s highest-ever audience for a home-grown commission.

From today, the programme will be shown on E4 only.

The broadcaster is happy with the ratings, a spokeswoman said.

“The viewing figures are not really comparable with Celebrity Big Brother because this is an E4 show.

“It is completely different programme, from the format to the selection of the housemates, and it is geared towards a younger audience.

“We are pleased with the figures.”

Scottish Youth Parliament chairman John Loughton is the early favourite to win the £50,000 prize.

Viewers saw him squirm as he carried out a secret task set by Lucas.

The 20-year-old was directed through a hidden earpiece to do whatever Lucas ordered – claiming he was a psychic, a boxer, a musician and the author of The Sound Of Music score.

He was also made to insult his fellow housemates, dance an Irish jig, feign an attack of cramp and crawl around the house on all fours.

By passing the task, Loughton earned himself a guaranteed place in the final.

Ladbrokes have now slashed his odds of winning from 8/1 to 2/1.

“John is the man to beat,” said spokesman Nick Weinberg.