A former soldier from Brighton is waging war on sleep in Channel 4's latest reality game show, Shattered.
Burly Jimmy, whose surname has not been revealed, is one of ten hopefuls who last night began competing to stay awake for a week to win £100,000.
The ten will be put through a series of endurance tests and challenges during the coming seven days.
If any one of them falls asleep, the prize money will drop.
The person who copes best with the sleep deprivation and best performs their tasks will get the money - and earn a much-needed rest. Among the other contestants are a trainee police officer, a fitness instructor and a taxi driver.
Dermot O'Leary hosts the live show, which is going out daily on Channel 4 at 10pm.
Every night the worst performing contestant is eliminated.
Although billed as the ultimate exercise in sleep deprivation, the contestants are allowed occasional short sleep periods agreed by the producers.
A team of experts, including Neil Stanley, chairman of the British Sleep Council, will monitor them through a series of medical and psychological tests.
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