Channel 4 is launching a show that'll see contestants walk around a villa naked.
The broadcaster has noticed how successful ITV's "Love Island" has been over the past three years and is keen to come up with a similar concept but, rather than have people strike up romances on camera, they're going to put a bunch of "normal" people into a sun-soaked country house and have them trot around in the buff.
The new show titled "The Beach" is expected to go head-to-head with "Love Island" next year and will see a group of body-positive Brits - who only have paint to cover their modesty - attempt to persuade their recruits to strip off by the end of the series.
The programme will be made up of six episodes and is based on research by Dr Keon West, of Goldsmiths University, who believes people can start to develop more confidence within their own skin by seeing more normal, nude, bodies, according to The Sun newspaper's Bizarre column.
This isn't the first time Channel 4 have used the concept of nudity to pull in viewers as they launched the bizarre show "Naked Attraction" back in 2016.
The programme - which was hosted by Anna Richardson - is a dating show in which a clothed person selects two contestants from six naked people based on their bits.
They then get to go on a date with the person they think they're better suited to based on their body, their height and their grooming habits - rather than their personality.
After it launched two years ago, it received a flood of complaints from viewers due to the full frontal nudity as some claimed that they felt it was uncomfortable to watch.
However, broadcasting watchdog Ofcom decided not to investigate because they didn't think the channel breached the rules as it was shown after the watershed.