In September, Richard Desmond’;s Channel Five nearly signed a deal with production powerhouse Endemol to resurrect Big Brother, the entertainment format which was such a lucrative property for C4 until it was axed in 2010. Now, there are media reports that a deal is back on.

Assuming the price is right, it makes sense for both sides. Endemol needs its big entertainment brands to be active in major markets in order to generate revenues. And Five needs the kind of brand equity that the show has developed. While Big Brother on Five will never reach the heights achieved by C4, there’;s no reason to suppose it can’;t become one of Five’;s top shows, particularly when supported by Desmond’;s print stable, which includes The Express, Star and OK!

If there is a downside, it is that Desmond is unlikely to generate much coverage for the show in rival titles The Sun, Daily Mirror and Daily Mail. The success of formats like The X Factor and Strictly Come Dancing requires widespread media support, something Five can’;t count on.