It has been confirmed Big Brother will be axed after next year's show.

Channel 4 says the programme will finish in 2010, with the 11th series, because of consistently poor viewing figures for the current show.

It is understood Channel 4 has decided not to renew its Big Brother deal with Dutch programme-maker Endemol.

The broadcaster's director of television Kevin Lygo said the decision is a creative rather than commercial one.

Mr Lygo explained: "That remit to push the boundaries has been an essential part of the weird chemistry behind Big Brother's success, but it's now what is telling us that the programme has reached a natural end point on Channel 4 and it's time to move on."

Big Brother was the first reality show to enter mainstream culture and became known for turning ordinary people into celebrities overnight. The UK version of the show spawned the likes of Jade Goody and Nadia, the first transsexual winner.

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