Everybody's favourite reality show, Big Brother, is back with a bang and judging by the reaction across social media, we're all hooked - but many have been left confused by an appearance from none other than Joey Essex.
Big Brother, which has launched the career of many-a household name, kicked off tonight (6 October), to the delight of fans.
The live launch, hosted by AJ Odudu and Will Best, is serving up the batch of 16 new housemates.
Viewers will also be able to enjoy Big Brother: Late & Live after the live show.
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Joey Essex is due to get a tour around the house in tonight's iteration of the spin-off.
Preview clips shared on social media show him viewing the house alongside Selling Sunset's Chelsea Lazkani.
The two previously appeared on the most recent season of the Netflix show together.
Clips show Joey looking impressed with the latest Big Brother house, calling the place 'sick,' true to form.
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He even took the time to lie down in one of the beds.
The reality TV star then walked into one of the showers and after citing a lack of concern over the privacy, he said he 'loved it' and would 'put in an offer'.
Joey's appearance has left viewers shocked, with one X user writing: "Enough! Can I watch a programme without him popping up! ! ?"
Another joked: "Mr everywhere."
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While a third penned: "Didn't he literally just do the exact same thing a few weeks ago on Love Island? ! ? Not to hate on the lad but I think apart from this show and MAFSUK, he has done every other reality show going."
Following his involvement in the latest season of Love Island earlier this year, Joey said it would be his last reality show for a while.
He told This Morning following his exit: "I'm taking a huge break, you know, I feel like I've done every reality show possible now.
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"I don't think I really want to do Strictly. I'm just taking a break and I've got some opportunities over in America at the moment so I feel like I maybe might take it over there."
Viewers have been loving the latest season of Big Brother's ITV reboot following the heartbreak of the format being cancelled by Channel 4 back in 2010, and again by Channel 5 in 2018.
This year's winner will walk away with a life-changing £100,000.
So far, we've been introduced to the likes of 53-year-old Emma from Manchester, and 25-year-old Segun from Watford, and 29-year-old Rosie from Cornwall.
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But it seems fans have had one major gripe with the launch so far - the end time.
Kicking off at 9pm, the show won't wrap up until near 11pm - very late for those with day jobs.
One person wrote on X: "#BBUK finishes at WHAT TIME tonight?!!??!!!"
A second added: "Big Brother finishing at 11pm on a Sunday is criminal - some of us have work tomorrow #bbuk #BigBrotherUK."
Topics: Big Brother, ITV, Celebrity, Joey Essex, TV And Film, Reality TV
Kya Buller