In 1999 De Gouden Kooi (The Golden Cage) used to be the original concept and working title for Big Brother. In 2006 John de Mols new Productions-Company Talpa turned it into another format of Reality Television.

In september 2006 ten candidates will enter a capital villa in Eemnes (worth 2 million Euro). The contestant who remains for the longest time in the house may keep it. A jackpot which could add millions of Euros more will ascertain a lifelong income. Those who choose to participate give up their freedom for a minimum of a year in exchange for the chance of the ultimate freedom. One has to perservere longer than one’s competitors.