'Big Brother' is facing the chop, it has been claimed.
This year's edition of the Channel 4 reality TV show has been the least popular in history with just two million viewers regularly tuning in, compared to eight million in previous years.
A source told Britain's The Sun newspaper: "The reality is people are bored with it. Even at Channel 4 the vibe among staff is that if you like 'Big Brother' you're not cool.
"If the people commissioning the show don't think it's cool, what hope is there? The truth is nobody's talking about Big Brother any more."
It is expected that next year's series will be the last.
The TV channel is contracted to air the programme in 2010 due to its deal with 'Big Brother' creator Endemol.
The show first hit screens in 2000, and was an instant hit.
Contestants such as Jade Goody, Alison Hammond and Brian Dowling managed to carve out successful careers for themselves, but more recent hopefuls have struggled since leaving the house.
The show's fall from grace has been blamed on show bosses' decision to make it less controversial following the infamous race row in 2007's celebrity version.
Goody, who re-entered the house, former S Club 7 singer Jo O'Meara and glamour model Danielle Lloyd were accused to racially abusing Bollywood star Shilpa Shetty.
The incident resulted in 55,000 people complaining to industry regulator Ofcom.