Talk of a new installment to the series shortly following the conclusion of "Big Brother 2" (2001), when CBS chief Les Moonves was quoted as stating he was "happy" with the success of "Big Brother" and similar reality shows on the network. The third season was officially announced in early 2002, along with plans for a celebrity edition of the series. Arnold Shapiro returned to produce the series, and claimed that production would be much more strict on the HouseGuests; among these new rules, Shapiro stated that HouseGuests who read banners flown above the house could face expulsion. Shapiro later called the series "socially intriguing", commenting "I could say: ‘I’m going to be me. I’m going to be my ethical, honest, low-key self.’ But who knows, after six and seven weeks of having been betrayed by somebody and plots hatched against me and being deprived of food except for peanut butter and jelly? I might become a villain." Allison Grodner also returned as the executive producer to the series. It was revealed before the premiere that numerous changes to the series would occur before its premiere, though these changes were not specified. Allison Grodner later stated "[We have thrown in just a few twists and turns, just a few new roadblocks in terms of our rules and format so that the people coming into the house who have worked out a perfect strategy—and believe me, all of them think they have—are in for a few surprises."