THE father of Llanelli Big Brother contestant Sam Evans has praised the show for raising awareness of the difficulties faced by the deaf.
Bookies' favourite Sam, 23, was born with 70-80 per cent hearing loss, which makes hearing in busy social situations difficult for him.
His dad, David Evans, is pleased that the Channel Five show is inclusive of contestants who suffer from ailments like Sam's.
Mr Evans said: "At times people don't seem to realise the difficulty that Sam has in hearing people speaking when there's background noise.
"The one thing that I'm really glad about is that they have had a blind person and a person with Tourette's syndrome on and I'm really grateful they have given Sam the opportunity."
Sam claims he wants to become a role model to deaf children who are ashamed to wear their hearing aids.
A spokesman for Channel Five said: "When asked how his hearing will affect him in the house, he said he can't pronounce words very well and finds it annoying that his speech isn't perfect.
"However, his speech has improved immensely through speech therapy.
"Sam doesn't always hear conversations correctly and will give an answer that doesn't have anything to do with the question, which can be amusing."
Before entering the Big Brother house last Thursday, Sam worked as a shop assistant at Debenhams, in Carmarthen.
A gifted footballer, Sam is acknowledged as one of the top scorers for West End United and has represented Great Britain and Wales as part of their deaf football teams. Praised by his dad as "naughty but nice" and "a good lad", Sam loves helping people and has spent time teaching football to children in America.
After Sam entered the house, Mr Evans said: "It was a surprise to us, but I'm really glad he has gone in.
"I'm glad he is being natural, I think you can see that."
He has the backing of his mother and sister as well.
Mum Heather Evans said: "He's already a role model in my eyes."
And his sister Rachel said: "We are all so proud of Sam. We'd like to wish him all the best in the house.
"The support he's had so far is fantastic!"
Although Sam claims he has never had a girlfriend, he does not shy away from television appearances.
In 2012 he won £7,000 and a holiday to Sharm el-Sheikh on the game show Deal or No Deal.
He also appeared on S4C when he was representing Wales and Great Britain in deaf football.