'Big Brother' is reportedly set to get the axe next year.
Big Brother presenter Emma Willis
The popular show, which has both civilian and celebrity series, looks set to get the chop because bosses are hoping to find a similar successful show to take its place.
A source told the Daily Star: "'Big Brother' was ahead of its time when it first started and to run so successfully for most of the last 18 years is incredible really."
The rumours come months after Channel Five boss Ben Frow admitted that he was fed up of spending millions of pounds on a show that sees a continuous plummet in ratings.
The current deal with Channel Five is expected to run out at the end of 2018 and Ben would be "happier" if the show was not on it.
He said: "I would be much happier with a channel that didn't have Big Brother on it. I love the ratings but I want to create our own programmes."
'Big Brother' has kick-started the careers of unknown stars such as the late Jade Goody, Alison Hammond and Brian Dowling - turning them into household names since it started on Channel Four before switching to Channel Five in 2011.
But Ben believes there must be something wrong with the format as young people would be rushing to sign up - like they have done with ITV's 'Love Island'.
He said: "I've got 'Big Brother' which has declined, declined, declined."
It's believed Ben is on a mission to make Channel 5 more "upmarket" by featuring documentaries and reality shows such as 'Make or Break'.
The source said: "Big Brother is not one of Ben's babies so he does not feel as passionately about it as some other projects.
"There is also the fact that it has lots of controversy and lots of cost which used to be balanced by the fact it had big ratings and was good for advertising, but that is not as true in 2017 and it has less impact each year.
"It is not must see TV anymore as it used to be a decade ago."
Despite Ben's concerns, a spokesman for the channel said "no decision had been made" beyond next year as to whether 'Big Brother' would get scrapped.