The 'Big Brother' reboot has reportedly been pushed back until autumn 2023.
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The highly anticipated revival of the classic reality show was initially set to hit ITV early next year, but now bosses have decided to delay the launch date to avoid getting lost in the shuffle amid the likes of 'Love Island', 'I'm A Celebrity All Stars' and other flagship shows like 'The Masked Dancer'.
An insider told The Sun newspaper's TVBiz column: "'Big Brother' was originally touted to be back early next year but now it's going to be much later.
"Initially the plan was to use it to help launch ITVX. But there is so much telly ITV has to get away that 'Big Brother' has now been moved back.
"Those working on the show said it will now return in autumn, rather than spring."
It's said the reboot will still be coming to ITV2 and ITVX, while bosses are keen to give the programme the best possible relaunch.
The source added: "ITV wants to make sure 'Big Brother' gets the fanfare it deserves and the space it needs in the scheduling to flourish.
"It will be aired on ITV2 and ITVX as planned to give it a bigger launch platform."
Last month, it was revealed casting is underway for the new series, with producers hunting for the best possible housemates.
ITV previously said: "'Big Brother' is looking for the nation’s most interesting, funny and entertaining characters who come from every corner of the country.
"The final cast of housemates will live under the watchful eye of Big Brother, and the nation, for up to six weeks with cameras capturing their every move.
"Over the course of the show, they’ll face a series of clever tasks, nail-biting nominations, and live evictions, with the public once again playing a crucial role, voting throughout the series and ultimately determining the winner."