LIKE the red ants Phil Tufnell was forced to eat in the latest Bush Tucker Challenge, I'm A Celebrity... Get Me Out Of Here! is an acquired taste.

But millions of television viewers have discovered that once you sample this strange entertainment, it is hard not to crave more. There is a delicious satisfaction to be had from watching pampered celebrities from TV land be deprived first of their many comforts and, soon after, their dignity.

Viewers savour the power to choose who stays and who goes. Precious egos can be boosted and deflated before your eyes.

Soon it will be all over. But addicts need not sweat. Big Brother will be back soon.

Updated: 10:28 Monday, May 12, 2003