"20 million is what we're looking for... anything less and you know we beat people up," said Richard Desmond at Monday's press launch for the Channel 5 reboot of Celebrity Big Brother.
Well, maybe on this occasion Mr D will spare his employees the knuckle-dusters, because although it didn't get to Royal Wedding levels, the grandaddy of reality TV pulled in the punters for Channel 5, big style.
Last night's live opener, hosted by Brian Dowling, easily won its time slot, attracting an average audience of 5.1 million viewers on Channel 5 between 9pm and 10.30pm, a 21.9 per cent share of all television viewers at that time. A further 1.8 million viewers (13.2 per cent share) stuck with the franchise for Celebrity Big Brother's Bit on the Side, hosted by Emma Willis, from 10.30pm to 11.30pm.
So, just how big are these numbers for Channel 5?
Well, as Larry David might say in Curb Your Enthusiasm, they're good, they're pretty, pretty good...
In terms of Channel 5's illustrious 14-year history it looks like last night's show was the fourth most viewed programme for them ever. It's only beaten by two England football matches (both under six million) and the network premiere of the excellent alien invasion blockbuster, Independence Day.
OK, the opening episode of CBB 2010 on Channel 4 attracted a slightly higher number of viewers (5.8 million), but a marginally smaller audience share (20.7 per cent) - so in real terms, 5 have picked up the show exactly where Channel 4 put it down.
That final series of CBB on 4 went on to average 3.7 million viewers (14.9 per cent share) overall, and I'm sure if Tara Reid, Amy Childs, Paddy Doherty and company can deliver numbers like that, Mr Desmond will be pleased as punch.
But whether the novelty of watching quasi-famous folk argue the toss in their pants will wear off even quicker on a new channel still remains to be seen...