In a recent interview with Digital Spy, ITV’s head of entertainment blasted shows from rival channels.

When asked if he had been watching the current series of Big Brother, Paul Jackson said: “I have watched it a bit, because you kind of have to.

“Though I just don’t know how many more rather unpleasant foul-mouthed pole dancers I want to watch, getting their tits out and screaming at each other in the middle of the night.”

And in a swipe at the BBC, he added: “It’s kind of like EastEnders.

“How many unhappy, depressed, ignorant people shouting at each other do I want to watch in a week?”