This time big brother is disappointing, many gasta users and blogers have voiced concerns about the lack of humour and the silly celebrities who guest on the show as big brother stand-ins.
However, as recently quoted in New Media Alert, E4 is positioning itself as a multi-platform channel with the unveiling of new mobile and internet sites. It also plans to be the first of 4Radio's crop of digital radio stations. The digital platforms have been in development for nine months and launched to coincide with the new series of Skins and Big Brother Celebrity Hijack. The sites have been positioned to tie in closely with social networks as E4 aims to capture its target audience of under-35-year-olds.