LIKE it - as do the millions who tune in for each episode - or loathe it - as do those who think it's at "the gutter end" of the entertainment spectrum - Big Brother is here to stay.

Channel 4 wins its biggest ratings for it, advertisers clamour to be associated with it, and thousands of young people are willing to put themselves through hoops to appear on it.

This third series may not be its best - so far there has been nothing to rival the unmasking of Nasty Nick in the first one, or the growing relationship between Helen and Paul in the second - but, with weeks still to go, anything could happen.

And for Worcestershire viewers the entry of local boy Tim Culley into the house could be the much-needed spark that sets the series alight.

Already, different pictures are emerging of the son of Upton-on-Severn businessman Neil Culley.

In his application video, 23-year-old Tim portrayed himself as a womaniser and "arrogant toff".

But, according to Gavin Moore, who works at The Swan Hotel in Upton: "Tim's a really nice bloke... to be honest, I think he's just playing the game."

And that might just be what Big Brother needs to give it some life this time around.

Tim is going all-out to win - he says he's willing to "spill blood" to stay in the rich side of the house - and Ladbrokes has installed him at an attractive 10 to 1 to walk off with the £70,000 prize money.

So, it looks as though it's going to be an interesting few weeks in the house - and in Worcestershire.