Tuesday night's launch of the new Celebrity Big Brother season was very different to usual.
As one viewer expressed on Twitter, the celebrities were not simply 'chucked' into the house - instead being sat down ahead of their entrance for a quick chat with host Emma Willis.
But the shake-up in format seemed to be a divisive move, with some fans lauding it and others slamming it.
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Winning formula? Celebrity Big Brother Viewers can't decide whether show's new format is 'disjointed' or 'enjoyable'... as Emma Willis has sit-down interviews with contestants BEFORE they enter house
'This might be my favourite BB launch EVER: the feminist theme, the diverse aged cast, the eclectic character mix, the interviews before going in, the very important transgender representation JUST EVERYTHING #CBB' gushed one person online.
This was echoed by another who posted: 'The pre-entrance interviews and fewer HMs entering have made the launch more enjoyable for me. I feel like I actually know something about each of the HMs rather than just chucking them all in. #CBB'
Some were torn: 'Enjoying the interviews but it’s a bit too quiet/still for a launch. Would be better with a bit of low background music!'
'These indoor interviews are killing the atmosphere!' an unimpressed viewer posted.
Easing them in: Celebrities were not simply 'chucked' into the house - instead being sat down ahead of their entrance for a quick chat with host Emma Willis