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'If you looked at last year's series, and the same this year, it's completely not about that.
'It's about strategy, it's about gameplay and you engage with these characters. We had to overcome that brand perception, and that was successfully done last year.'
Getting a makeover: According to Seven's director of production, Andrew Backwell, the recently revived reality show was in desperate need of a new brand image
Backwell added that while Big Brother's target audience was originally aged 16 to 39, 'this series is even broader'.
Added Endemol Shine executive producer, Amelia Fisk: 'It's not a house full of 20-somethings sitting by the pool.