The format may have been criticised in some corners, but E4's new take on Big Brother has done wonders for the digital channel's ratings.
Big Brother: Celebrity Hijack is airing exclusively on E4 - aside from a simulcast of its launch night on Channel 4 - and despite being only four days into its run, has already dramatically boosted the digital channel's performance.
The launch of the show on Thursday brought E4 its highest ever audience for a homegrown programme, with the 35 minutes after the simulcast with Channel 4 averaging 1.69 million viewers, beating the previous high of 1.5 million for teen drama Skins in January last year.
Thursday's total average audience for E4's 95-minute show stood at 840,000, with a multichannel share of 4.1%.
Friday night's edition of the show pulled in 921,000 viewers and a 4.4% multichannel share over an hour from 9pm, peaking at 1.05 million for the 15 minutes from 9.30pm.
The show won its time slot in multichannel homes, beating ITV2's James Bond movie repeat Die Another Day, which picked up 868,000 and a 4.9% share between 9pm and 11.35pm.
Ratings dipped on Saturday - traditionally Big Brother's weakest night - with 481,000 viewers and a share of 2.3% from 9pm.
Big Brother was beaten by BBC3's Top Gear Winter Olympics Special repeat, which attracted 530,000 and a 3.6% share from 9pm; and movie repeat Kill Bill: Volume Two which pulled in 615,000 and a 3.6% share between 9.30pm and 11.40pm.
But Celebrity Hijack's ratings picked up again on Sunday, attracting an average of 635,000 viewers and a share of 2.8%.
However, it was not enough to win its slot, with BBC3's movie repeat Lara Croft Tomb Raider: The Cradle of Life scooping 757,000 and a 3.3% share between 8pm and 9.50pm.
Celebrity Hijack's ratings compare particularly favourably with E4's performance the previous week, when movie repeat How to Lose a Guy in 10 Days pulled in an average of 199,000 and a 1.1% share on Friday between 9pm and 11.15pm.
On Saturday, the first part of clipshow repeat, The 100 Greatest Kids' TV Shows, picked up just 85,000 and a 0.5% share between 9pm and 10.45pm; while the concluding part attracted 162,000 and a 0.9% share between 9pm and 11.10pm.
Celebrity Hijack's spin-offs also dominate E4's schedule, with comedy discussion show Big Brother's Big Mouth averaging a huge 707,000 viewers and a 4.8% share at 10.35pm on Thursday; and 379,000 and a 2% share on Friday at 10pm.
Magazine show Big Brother's Little Brother pulled in 274,000 and a 1.3% share for its launch on Friday at 7.30pm; while 190,000 - a 0.9% share - tuned in on Saturday at 7pm.
James Corden and Matt Horne co-present Big Brother's Big Mouth; while Dermot O'Leary fronts Big Brother's Little Brother, along with the main Big Brother: Celebrity Hijack show.
· To contact the MediaGuardian newsdesk email editor@mediatheguardian.com or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.
· If you are writing a comment for publication, please mark clearly "for publication".