The future of popular presenter AJ Odudu on Big Brother is hanging in the balance as broadcaster ITV grapples with financial pressures, casting doubt over the entire reality show franchise.
Show Postponed Amid Cost-Cutting Drive
Following a significant overhaul of its daytime schedule, ITV has confirmed that Celebrity Big Brother will not air this year and is now on hold until 2027. This decision leaves main show hosts AJ Odudu, 37, and Will Best in a precarious position, with their long-term roles on the programme now uncertain.
An insider revealed to The Sun that the indefinite schedule is causing major planning issues for the presenting duo. "Both hosts will plan most of their other TV work around fronting Big Brother, but that’s incredibly difficult when so much is up in the air," the source said. They added that Odudu, in particular, is in a "tricky position" as she typically bases decisions on other job offers around the Big Brother recording calendar, which is now unclear.
Broader ITV Daytime Reshuffle
The move to delay the celebrity version, which is more expensive to produce, forms part of a wider cost-saving strategy at ITV. The broadcaster has also implemented sweeping changes to its flagship daytime lineup. Lorraine Kelly's chat show has had its airtime halved, now running from 9.30am to 10am for only 30 weeks of the year.
During the 22 weeks Lorraine is off-air, Good Morning Britain will extend its broadcast until 10am. Furthermore, Good Morning Britain's production is shifting from ITV Studios to ITN. The seasonal model is also being applied to Loose Women, which will similarly air for 30 weeks annually.
Kevin Lygo, Managing Director of ITV’s Media and Entertainment Division, stated: "Daytime is a really important part of what we do, and these scheduling and production changes will enable us to continue to deliver a schedule... as well as generating savings which will allow us to reinvest across the programme budget in other genres."
Contract Battles and Channel Shifts
The uncertainty extends beyond scheduling. The future of the main Big Brother series, due to return in September, is also not yet confirmed. The show's spin-off, Late And Live, which was also hosted by Odudu and Best, has been axed.
ITV boss Kevin Lygo previously highlighted financial disputes with production company Banijay (formerly Endemol) as a key issue. He explained at last year's Edinburgh TV Festival that moving the celebrity edition from ITV1 to ITV2 was a direct result of cost disagreements. "We're in a battle with Banijay about the price," Lygo said, noting the difficulty in booking major celebrities for the main channel.
The insider also suggested that the presenting duo might not survive as a pair, noting that "one of them could still remain on the show as traditionally there has only been one presenter." Representatives for AJ Odudu and ITV have been approached for comment regarding her potential departure.
