It's that time of year again.
I'm a Celebrity ... has swung out of sight, Celeb BB is dead and buried - but Big Brother Six is sniffing the air and lumbering back to life.
Love it or loathe it, the grandfather of reality TV shows no sign of slowing down and will hit our screens for the sixth time this summer.
In Birmingham tomorrow, from thousands of the partially dressed, fancy dressed and just plain distressed, some of the lucky housemates could be plucked.
They will kiss goodbye to obscurity to be catapulted to the giddy heights of fame now enjoyed by the likes of Craig Phillips, Sandy Cumming, Sunita Sharma and Sada Wilkington. Who? Exactly.
Sharon Powers, originally from Hall Green, is executive producer of the show and has the final say on who is chosen.
Educated at King Edward VI Camp Hill in Kings Heath, the 34-year-old is passionate about the programme and responsible for all its editorial output.
Last year Big Brother Five presented outrageous personalities who clashed so violently, lubricated by wine and beer, that a brawl broke out.
Police were called, Channel 4 was rapped, and it got acres of press coverage.
Ms Powers is tight-lipped on whether Big Brother has made any changes as a result. She is adamant it did not engineer the situation to create conflict and said house-mates ' welfare was paramount. But she concedes that housemates have the potential to rub others up the wrong way. The last series featured a homophobe alongside a wildly camp, gay man.
Would-be house inhabitants often believe the way in is to act up. This year's auditions have already featured a Scotsman, naked apart from a ginger wig and a tartan wig, turning up to three auditions.
Last summer was the year of evil Big Brother - "more pantomime than cruel" - but Ms Powers wasn't giving anything away what new path BB might tread.
But she is confident Big Brother Six will be fresh, with a fascinating mix of individuals that will make for compelling viewing. Does she ever suffer a twinge of guilt that these people are exploited?
Absolutely not. Big Brother is a soap opera with real people, with highs and lows, and as much as there might be confrontations there are friendships and relationships.
* Auditions take place at Thinktank, Millennium Point, Curzon Street, B4 from 9am tomorrow. Applicants must be over 18 in the summer of 2005 and must bring photo ID.