Contestants in earlier series have been turned into celebrities as viewers vote for who they want to see expelled from the house each week. The final one left will win the top prize.
Billed as a real-life version of The Truman Show, Big Brother has already been a hit across Europe. It features 10 recruits who will spend 70 days in a house cut off from the rest of the world, recorded by dozens of cameras and microphones.
Contestants in earlier series have been turned into celebrities as viewers vote for who they want to see expelled from the house each week. The final one left will win the top prize.
The winner of the original Dutch show was inundated with commercial offers after becoming a household name, while another contestant - a 21-year-old shoe shop employee - left voluntarily and became a Playboy model.
Meanwhile, producers of a German version found themselves under fire from a government minister, and had to change the rules of their programme to allow the contestants one hour each day off-camera.
The contestants are set regular tasks to test their team spirit, personal skills, compatibility and wits - all with viewers watching regular updates on TV or on the internet.
Producers are looking for over-18s, with a clean record, who can take part between 10 July and 15 September.
Those shortlisted will be assessed by psychiatrists before they go ahead, and will receive a nominal fee - equivalent to the amount paid for jury service - for their efforts.
Prospective applicants can register via the show's website, which will be fully operational from Saturday.