THEY’RE superficial and shallow, vain and desperate and I’m loving being a fly on their wall.

Premier Model agency has opened its doors for a seven-part documentary series that’s being described as Big Brother meets Britain’s Next Top Model.

The Model Agency, on Channel Four on Wednesday night, has turned one of London’s top fashion companies into some kind of reality TV set.

We join Premier as they hit their busy ‘show season’ so everyone is at the height of their competitiveness. The banter and bitchiness fly back and forth, but you get the impression it’s fairly good-natured.

With the crisis of a new recruit threatening to change her mind, it was a stressful environment for the first episode, with tears and tantrums and the occasional rude phone call where the receptionist asked ‘how tall are you’ followed by ‘that’s not tall enough, bye!” Priceless.

Onto another reality favourite —MasterChef. Whose idea was it to turn this perfectly entertaining cookery programme into The X Factor for foodies, with sob stories and ‘journeys’ for all contestants and a set Simon Cowell would be proud of?

I wouldn’t be surprised if they’ve lost a few fans already. I’ll be watching The Model Agency instead, at least this lot are honest about their fame-hungry ways.