Channel 4 insist they have "no plans" to bring back 'Celebrity Big Brother'.
Former presenter Emma Willis
The reality show was scrapped in 2018 - seven years after it moved from its original home to rival broadcaster Channel 5 - but it was claimed over the weekend network bosses had held secret talks with production firm Endemol about reviving the show.
However, a spokesperson for the channel has dismissed the reports.
They said in a statement: "We have no plans to bring back 'Celebrity Big Brother' or 'Big Brother' to Channel 4."
It had been claimed Channel 4 chiefs saw the show as the answer to problems with evening ratings.
A source said: "In recent months Channel 4's suffered a ratings crisis.
"A lot of shows are being beaten by rival networks including Channel 5. The top brass have decided it is time to get 'Celebrity Big Brother' back to give them a boost.
"Discussions with Endemol have been happening since before Christmas. And now Channel 4 execs are starting to plan budgets."
It was claimed the new series would air early in 2021 and the show's return will be aided by some controversial celebrities to help boost ratings.
A source added: "Producers want to feature controversial stars who have bad reputations. They plan to give the series the tagline of 'Reborn' because it will be a chance for the celebs to be just that ... reborn with a new public image.
"Potential names are already being discussed and they're working out how much they would be likely to cost."
'Celebrity Big Brother' first aired in the UK in 2001, when it was presented by Davina McCall.
The controversial show subsequently switched to Channel 5, with series 2 winner Brian Dowling on hosting duties, before Emma Willis took over after two series until it came to an end in 2018.
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