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Channel 4 has pulled a number of tricks this year in an attempt to keep public interest high in Big Brother, now in its fourth series.
But despite exchange trips to the African Big Brother house, multiple evictions and new housemates (and, cynics might even claim, phoney bomb scares), this season's show seems to have failed to capture the public imagination in a way that previous series have.
This has been reflected in a declining audience - Barb figures reveal that young audiences in particular are turning away from Big Brother and that Channel 4's digital channel, E4, is being hit particularly hard.
The show has become older and more …